Tapping into its various commercial partnerships with the Board of Control for Cricket in India (BCCI), Star India has launched a new brand campaign for its flagship general entertainment channel (GEC) Star Plus featuring three leading players from Team India. Titled Nayi Soch, the campaign includes three brand films, featuring Team India ODI and T-20 captain MS Dhoni, Team India test captain Virat Kohli and Team India vice-captain Ajinkya Rahane.
Star India is the official broadcaster of all India matches on home-ground and is also the official sponsor of Team India, enjoying branding on the players' jersey fronts. It is also the official digital broadcaster for the Vivo Indian Premier League (IPL) till 2017 and is in the running for picking up the broadcast rights for the IPL for the next 10 year cycle starting 2018.
In the brand films the cricketers 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 from 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.
Sanjay Gupta, managing director of 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."
At Star Plus, the female audience forms a chunk for the core target group for communication and consumption. The campaign taps into the thought that women are today opening up endless possibilities for themselves and for generations to follow. The communication attempts to question various societal stereotypes that hold women back, which is also a common thread in its new shows.