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Star India leverages sponsorship deal with BCCI through ‘Nayi Soch’ campaign
MUMBAI: Leveraging its shirt sponsorship deal with the Board of Control for Cricket in India (BCCI), Star India has launched a new campaign with Indian cricketers MS Dhoni, Virat Kohli and Ajinkya Rahane titled ‘Nayi Soch’.
The campaign promotes Star Plus, which has been championing the cause of women’s empowerment through its content.
As part of this initiative, Star Plus unveiled a TV campaign on 16 October 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.
Star India MD Sanjay Gupta said, “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.”