Star Plus, BCCI join hands for "Nayi Soch" campaign

Ahead of the ODI series against the New Zealand cricket team, the BCCI has partnered with the Star Plus family in its "Nayi Soch" campaign which serves as a tribute to all the women across the globe. Indian cricketers Mahendra Singh Dhoni, Virat Kohli and Ajinkya Rahane have come forward to support this heart-warming campaign, which questions various societal stereotypes that hold women back.

The TV broadcaster, Star Plus, on Sunday, unveiled the campaign during the India-New Zealand ODI series.

According to the press release, the campaign is to highlight Indian women and the societal stereotypes, “At Star Plus, the spotlight is on half a billion women of India. Today women are opening up endless possibilities for themselves and for generations to follow. And this movement is gathering speed. Star Plus, through its content, has been proudly associated with this movement and continues to push forward the agenda for women.”

“Taking this legacy forward, Star India ushers in new thinking by questioning various societal stereotypes that hold women back, not just through its new shows but also through a brand initiative along with BCCI, as the Indian cricket team sponsor. As part of this initiative, Star Plus unveiled a TV campaign on October 16 during the India- New Zealand ODI series where the cricketing heroes play messengers of this ‘Nayi Soch’.”

The broadcaster came up with the great gesture of the players having their mother's name printed on the back of their jerseys instead of their own names or their father's surnames. In the campaign, Dhoni's jersey has his mother Devki's name printed on the back, Kohli was seen wearing the jersey with his mother Saroj's name printed while Rahane's jersey had his mother Sujata's name printed at the back.

"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," Sanjay Gupta, Managing Director, Star India, said in a statement. "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," he added.

The ad features the three iconic Indian cricketers donning the national jersey with their mother's name printed at the back and sending out a strong message regarding gender equality.

#1 Captain cool Dhoni replies in his usual calm demeanour when questioned by a reporter, if there is a special occasion for wearing his mother’s name “Itne dino se main apne pita ka naam pehen raha, tab to aap ne kabhi nahi poocha ki koi khaas wajah”?

#2 Likewise, Virat asserts, “Main jitna Kohli hu, utna Saroj bhi.”

#3 Ajinkya Rahane said, “Log kahte hai baap ka naam raushan karo, lekin mere liye Maa kaa naam bhi raushan karna utna hi important hai”.

The campaign is built around real-life examples from the lives of these three cricketers, and the philosophy on how they are what they are, in large part because of their mothers. The ad has been well received by the fans all over and several have extended their support through social media. The ad reached a humongous 11 million views on the day of the launch and approximately 1.4 billion potential impressions for #Nayi Soch.