Star Plus, the female-skewed general entertainment channel (GEC) of Star India, along with the Board for Control of Cricket in India (BCCI), has launched a brand initiative titled 'Nayi Soch'. As part of the initiative, the channel unveiled a TV campaign on October 16 during the India-New Zealand ODI series, in which cricketing heroes play messengers of 'Nayi Soch'.
India's cricket icons M S Dhoni, Virat Kohli, and Ajinkya Rahane proudly wear their mothers' names on their jersey, rather than their own names or even their surnames, acknowledging the fact that one's identity is as strongly linked with the mother's name as that of the father.
The campaign is built around real-life examples of the three cricketers, as well as their belief that what they are is largely due to the role played by their mothers.
Sanjay Gupta, managing director, Star India, says, "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."