Star Plus, flagship Hindi GEC of Star India, has announced the launch of Ted Talks India Nayi Soch on December 10, to run on Sundays at 7pm. Star India and the global digital platform for ideas TED had come together earlier this year, to announce that Ted Talks will be launched in India in Hindi. This is the first time that Ted Talks will be delivered in a regional language.
A limited edition series Ted Talks India Nayi Soch will span across seven Sundays and is all set to inspire the nation to embrace and celebrate ideas. The show will be telecast on Star Plus and Hotstar.
A cultural insight is at the heart of the campaign of Ted Talks India Nayi Soch, the first look went live on November 18. Two films ‘Gudiya’ and ‘Bobby Ka Idea’ focus on how ideas that could have potentially provided a way out of the drudgery of life are systematically discouraged and killed. #DontKillIdeas is the central idea on which the first look of the marketing campaign is based.
Gayatri Yadav, President, Consumer Strategy and Innovation, Star India, said, “It’s an important and pertinent message from the brand that encourages new thinking (Nayi Soch), about how a seemingly ordinary idea comes with the immense power to transform lives.”
The campaign is conceptualised by Leo Burnett India and directed by Nitesh Tiwari.
Narayan Sundararaman, Business Head, Star Plus, noted, “Ideas are often dismissed as figment of people’s imagination. Yet, every great achievement, discovery or invention starts with an idea. It’s time we put a premium on ideas. All of us at some point in time or the other have been victims of our ideas being killed or have been responsible for killing ideas. These simple slice of life films bring out this point vividly and with a disarming charm.”