By A Correspondent
Star Plus may have pioneered saas-bahu soaps in the early 2000s, but over the years, the general entertainment channel has tried to reinforce itself as a channel with a new thinking. Rishta wohi, soch nayi.
That was circa 2010. Te spotlight is on half a billion women of India, notes a communiqué. Taking this legacy forward, Star India unveiled its new credo ‘Nayi Sochi’ with an out-of-the-box theme crafted by Ogilvy. The campaign kicked off with on Sunday with the first match of the India- New Zealand ODI series.
In the campaign, India’s cricket icons – M S Dhoni, Virat Kohli and Ajinkya Rahane proudly wear their mothers’ names on their jersey instead of their own names or father’s surnames, acknowledging the fact that one derives one’s identity as much from one’s mother as one’s father. However, the stereotypical societal notions around lineage and identity fall short of acknowledging the role of women – a thought supported and celebrated by BCCI through this campaign as well.
The campaign is built around real-life examples from the lives of these 3 cricketer icons, and the philosophy on how they are what they are, in large part because of their mothers.
Said Sanjay Gupta, Managing Director, Star India: “We at Star India are very happy to partner with BCCI for an iconic brand initiative of ‘Nayi Soch’. Star Plus has been a lighthouse brand for women. We have always put women first, told their stories, and are now set to take it to the next level – by challenging orthodoxy and stereotypes that come in the way of progress for women.â€
Hmmm.