Star Plus, BCCI use cricket power for gender equality

As a part of the 'Nayi Soch' campaign, the Indian cricket team wore their mother's names on their jerseys. This time to make a powerful statement, the cricketers did the same for a real match during the concluding ODI of the India-New Zealand series

BestMediaInfo Bureau | Delhi| October 31, 2016

Star India in association with Board of Control for Cricket in India (BCCI) has turned the spotlight on women once again. The 'Nayi Soch' campaign in collaboration with BCCI has cricketers wearing their mother's names on their jerseys, striking a deep chord with all sections of society. To make a powerful statement, one that can inspire millions, the Indian cricket team sported jerseys with their mother's names on October 29 for the concluding ODI of the India-New Zealand series.

This symbolic gesture championed the cause of women in a country which ranks 130th out of 155 nations in the world on gender equality (United Nations Human Development Report 2015). This is precisely why the government has launched programmes to further the cause of women and the girl child. During this historic game, the Indian cricket team served as ambassadors of the new thinking and used the power and platform of sport to drive a meaningful social change.

Uday Shankar

“This is the first time in the world that a team jersey is being used so disruptively to power social change. Star Plus has taken an unprecedented leap in its Nayi Soch or new way of thinking. We compliment the BCCI and the Indian team for such a transformational collaboration,” said Uday Shankar, Chairman & CEO of Star India.

“At Star, women have always been at the forefront of everything we do. This time around both BCCI and Star have put their strength together to highlight the cause of women in India. The world over sports has been a tremendous platform for advocacy of a range of social causes. The Indian cricketers sporting their mothers' names make for a powerful and emotive statement and we are thankful to BCCI and the Indian cricket team for partnering with us on this idea. It will support the voice of the emerging Indian woman and inspire millions to acknowledge and celebrate the identity and role of women in India,” Shankar added.

Lt. Anurag Thakur, BCCI, President, said, “Time and again women have proved their mettle and history has been the witness of their greatness. Once a woman becomes a mother, her entire life is dedicated towards her children. She plays an equally or rather greater role in shaping the future of her children. With this initiative in collaboration with Star India – 'Nayi Soch', our endeavour is to honour each and every woman. The Indian team sported their mother's name on the jerseys for the fifth ODI against New Zealand with intent to thank all the mothers for their efforts and sacrifices.”

The enormous popularity of the Indian cricket team and the fact that our cricketers serve as role models gives Team India the power for a social change. The symbolic gesture of cricketers wearing their mothers' names is sure to make the people of India sit up and challenge stereotypes that continue to hold back women today.

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 'Nayi Soch' agenda for women.

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