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
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, 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, 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.
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