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This Women’s Day, Star Plus pays tribute to fathers who give freedom to daughters

The ad film conceptualised by Ogilvy & Mather strengthens the brand philosophy of progressive thinking and salutes those dads and daughters who have been beacons of change for others in society. The ad features Aamir Khan and is directed by Nitesh Tiwari of Dangal fame

BestMediaInfo Bureau | Mumbai | February 28, 2017

Womens-Day-Star-Plus Click on the Image to watch the TVC.

Expanding its mission to spark a social change through its ‘Nayi Soch’ campaign, Star Plus has released the next chapter in the inspirational series -- a special Women’s Day communication featuring superstar Aamir Khan. Created by Ogilvy and directed by Nitesh Tiwari of Dangal fame, the Women’s Day special of ‘Nayi Soch’ puts the spotlight on one of the nation’s biggest social issues of gender inequality and takes it head on.

The latest film created by Ogilvy Mumbai for Star Plus is a tribute to all the dads and their daughters who have become beacons of change for others in society. Aamir Khan, after Dangal, is ideally suited to play the role of Gurdeep Singh. He brings empathy and credibility to the role of a father whose progressive thinking gives his daughters the freedom to flourish.

Uday Shankar Uday Shankar

Uday Shankar, Chairman and CEO, Star India, said, ''We at Star believe that daughters are equally capable of bringing 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.''

Indian women of today have proven that there is no sphere they cannot excel in. But many more would realise their potential if they were not shackled by the gender biases of patriarchal society.

Sumanto-Chattopadhyay-150 Sumanto Chattopadhyay

Sumanto Chattopadhyay, Executive Creative Director, South Asia, Ogilvy, said, “This film tells a simple, sweet and yet powerful story of the happy result of a newer way of thinking. It's a tribute to the women who succeed and to the men whose progressive thinking makes them stand by, and not in the way of, women realising their potential.”

The brand film is also a reflection of how in a nation of over 10 million shops and establishments, it is hard to find even a single one that holds the title of ‘And Daughters’ as it is always ‘And Sons’.

With this creative, the communication puts the spotlight on one of India’s biggest social issues – that of the need to extend equal rights to our daughters. The symbolic act of naming the store ''And Daughters'' is a global first in thought and establishes a positive role model that could potentially have a ripple effect on society. This progressive thinking embodies the spirit of ‘Nayi Soch’ and is a reflection of the channel’s mission of creative social responsibility.

Asked for his views, Aamir Khan asserted, ''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."

The film features Gurdeep Singh, a sweet shop owner in a small town. When a customer notices that business is booming, he praises Gurdeep Singh. In all modesty, Gurdeep attributes the success to his children who have taken the business online. Now the customer takes it for granted that the children are boys, so he is surprised to see two young girls supervising the delivery of online orders. But the bigger surprise is when the customer walks outside the shop and sees the changed signboard.

The film ends with the thought-provoking line, ‘Kaamyabi na ladka dekhti hai na ladki. Kaamyabi sirf soch dekhti hai.’ (Progress does not distinguish between girls and boys. It’s the thinking that matters.) This progressive thinking is what ‘Nayi Soch’ is all about.

The TVC:

[youtube]https://www.youtube.com/watch?v=Yn9otCkjfh8[/youtube]

Credits:

Client: Star India

Brand: Star Plus

Agency: Ogilvy Mumbai

Ogilvy Creative Team

Executive Chairman & Creative Director, South Asia: Piyush Pandey

Executive Creative Director, South Asia: Sumanto Chattopadhyay

Group Creative Director: Abhijit Karandikar

Senior Creative Director: Jyotsna Parikh

Creative Director: Nishigandh Dhende

Associate Creative Director: Dharini Pradhan

Creative Controller: Harshada Menon

Sr. Art Director: Tushar Waghmare

Ogilvy Account Management Team

Sr. Vice-President: Walter Noronha

Management Supervisor: Liron Samson

Group Account Manager: Jeremy Pimenta

Senior Account Executive: Sayeli Patil

Ogilvy Account Planning Team

Senior Vice-President, Planning: Khushnuma Daruwala

Group Head, Planning: Heena Mordani

Production House: Opticus Inc

Director: Nitesh Tiwari

Producer: Varun Shetty

Info@BestMediaInfo.com

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