A look at Star Plus' Dangal-inspired spot

Hindi GEC Star Plus has released a new promo film for Women's Day (March 8) under its Nayi Soch campaign, this time featuring actor Aamir Khan. Created by Ogilvy, and directed by Nitesh Tiwari - who also directed Khan's latest blockbuster Dangal, the brand film puts the spotlight on the social issue regarding the need to extend equal rights to daughters, and not just sons.

According to the Star team, the brand film is a reflection of how in a nation of over 10 million shops and establishments, it is hard to find even a single one that displays the phrase 'and Daughters' - instead of 'and Sons'' after the proprietor's name on the signage.

The film features Khan as a small-town, sweet shop owner also shown to be a middle-class father who is progressive and confident that his daughters will take ahead the legacy of his business. The act of naming the store 'and Daughters' aims to establish a positive role model that could potentially have a ripple effect on society. The film ends with the line, "Kaamyabi na ladka dekhti hai na ladki. Kaamyabi sirf soch dekhti hai." (Success does not consider whether one is a boy or girl; it only takes powerful thoughts into account).

Uday Shankar, chairman and CEO, Star India, says, ''We at Star believe that daughters are equally capable to bring laurels to their families and society. Our latest Nayi Soch film reflects this confidence. It not only questions the gender discrimination that still exists, but also iterates our belief that it is time for fathers to step up and inspire their daughters with confidence and self-belief. Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish.''

Commenting on the film, Khan says, ''I think it is a great initiative by STAR Plus. The film is a tribute to all the proud dads and their daughters who became the beacons of change."