Conceptualised and implemented by Ogilvy and Mather, the campaign with three television commercials were released on October 16
BestMediaInfo Bureau | Mumbai | October 18, 2016
Continuing with its brand promise of ‘Rishta Vahi Soch Nayi’, Star Plus has launched a fresh campaign to reinstate the thought while keeping the spotlight on half-a-billion women of India. Conceptualised and implemented by Ogilvy and Mather, the campaign comprises three TV commercials released on October 16 during the India-New Zealand ODI series. Star Plus, through its content, has been associated with this movement and continues to push forward the agenda for women. The channel states, “Today women are opening up endless possibilities for themselves and for generations to follow. This movement is gathering speed.”
Taking this legacy forward, Star India ushers in new thinking by questioning various societal stereotypes that hold women back, not just through its new shows but also through a brand initiative along with BCCI, as the Indian cricket team sponsor.
Star Plus had initially unveiled its brand promise of ‘Rishta Vahi Soch Nahi’ in 2010 and has been consistently supporting it with newer ad films and campaigns.
The new films feature the three cricket icons -- Mahendra Singh Dhoni, Virat Kohli and Ajinkya Rahane -- who proudly wear their mother’s names on their jersey instead of their own names or father’s surnames.
Sumanto Chattopadhyay, Executive Creative Director, Ogilvy & Mather India, said, “We sometimes forget that women hold up half the sky. What a beautiful way Star Plus has found to remind us of the contribution of women. In this ad campaign that espouses the philosophy of 'Nayi Soch', our star cricketers go out to play in jerseys bearing their mother's name.”
The act acknowledges 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.
Sanjay Gupta, Managing Director, Star India, 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.”
In one of the films, Dhoni is questioned by a media personnel about his jersey and he replies in his usual calm demeanour, “I have been wearing my father’s name all these years and nobody asked me what’s the occasion?”
In similar manner, Kohli asserts, “Main jitna Kohli hu, utna Saroj bhi,” while Rahane says, “Log kahte hai baap ka naam raushan karo, lekin mere liye Maa kaa naam bhi raushan karna utna hi important hai.”
The TVCs:[youtube]https://www.youtube.com/watch?v=9kNtk8sEkrw[/youtube] [youtube]https://www.youtube.com/watch?v=JT8RRFPSnBY[/youtube] [youtube]https://www.youtube.com/watch?v=8LSa40km-6s[/youtube]
Creative team: Piyush Pandey (Executive Chairman & Creative Director, South Asia) Sumanto Chattopadhyay (Executive Creative Director, South Asia), Mayur Varma (Group Creative Director), Hemant Sharma, Durga Bangde and Saman Ansari
Account Management Team: Walter Noronha (Senior Vice-President), Liron Samson, Jeremy Pimenta and Sayeli Patil
Planning Team: Madhukar Sabnavis (Vice Chairman & Director, Client Relations), Khushnuma Daruwala, Senior Vice-President, Planning
Production house: Black Grey White films
Director: Rigved Ghia and Michael Andrew
Producer: Deepti Ghia