Star Plus ushers in Nayi Soch



Mumbai: 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.

Star Plus ushers in Nayi Soch

Star Plus ushers in Nayi Soch

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’.

In the campaign, India’s cricket icons – Dhoni, Virat and Ajinkya 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.

Sanjay Gupta, Managing Director Star India says “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.”

  • Here’s what our cricket icons say in the ‘Nayi Soch’ campaign.
    Captain cool Dhoni, replies in his usual calm demeanor, 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”?
  • Likewise Virat asserts, “Main jitna Kohli hu, utna Saroj bhi.”
  • Ajinkya says, “Log kahte hai baap ka naam raushan karo, lekin mere liye Maa kaa naam bhi raushan karna utna hi important hai”.

Tags: , , , , , , ,

Author:

Aspiring Media Enthusiast, Cricket Tragic, Football Fanatic, Avid Reader, Amateur Photographer & Wannabe Sports Writer.

Cricket

India vs Australia, 1st Test Day 2: Steve O’Keefe dismantled India

India vs Australia, 1st Test Day 2: Steve O’Keefe dismantled India

Posted by: Atish Home Chowdhury on February 24th, 2017

Earlier today, Australia couldn’t prolong its innings further. It took just five balls for Ashwin to dismiss Mitchell Starc caught out at the hand of Ravindra ..

Football

adidas partners with FIFA U-17 WC Local Organizing Committee

adidas partners with FIFA U-17 WC Local Organizing Committee

Posted by: Vikram Kamboj on February 22nd, 2017

New Delhi: adidas announced its association with FIFA U-17 World Cup Local Organizing Committee to come onboard as the exclusive performance partner for the Mis ..

Tennis

Delhi to host Rendez-Vous à Roland-Garros in April

Delhi to host Rendez-Vous à Roland-Garros in April

Posted by: Vikram Kamboj on February 22nd, 2017

New Delhi: The French Tennis Federation (FFT), organizers of the world’s premier clay court event – Roland-Garros (aka The French Open), in association with ..

F1

Life Lessons learned from Sports & Fitness #TOSBDay

Life Lessons learned from Sports & Fitness #TOSBDay

Posted by: Vikram Kamboj on September 26th, 2016

Held on Sept 1st, The Outstanding Speakers’ Bureau (TOSB) Twinterview consisted of sports panelists such as Mark Gallagher (Public Speaker on F1 race), Shayam ..

Boxing

Boxing Federation of India successfully concludes AIBA Course and Examination

Boxing Federation of India successfully concludes AIBA Course and Examination

Posted by: Vikram Kamboj on February 24th, 2017

Rohtak, February 24, 2016: In continuation to produce the AIBA certified Coaches, Referees and Judges; Boxing Federation of India successfully organised the AIB ..

Other Sports

Boxing Federation of India successfully concludes AIBA Course and Examination

Boxing Federation of India successfully concludes AIBA Course and Examination

Posted by: Vikram Kamboj on February 24th, 2017

Rohtak, February 24, 2016: In continuation to produce the AIBA certified Coaches, Referees and Judges; Boxing Federation of India successfully organised the AIB ..

One stop guide to all the latest sports news, reviews, opinions, fixtures and live scores from India and around the world.

Copyright © 2017 | The Sports Mirror