Star India, sponsor of the Indian cricket team, has launched a TV campaign called ‘Nayi Soch’ for which they have signed cricketers MS Dhoni, Virat Kohli and Ajinkya Rahane to portray the importance of mothers in life. The ad shows the three cricketers proudly wearing their mothers’ names on their jerseys rather than their own names or father’s surnames.
Sanjay Gupta, Managing Director Star India says, “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 the ad, Dhoni is seen wearing a jersey that has ‘Devki’ printed on the back, while Rahane and Kohli are carrying ‘Sujata’ and ‘Saroj’ respectively on theirs. Not many would know about the contributions and sacrifices made by Devki Dhoni, Saroj Kohli and Sujata Rahane which is why this advert is an eye-opener for all of us and delivers a very strong message in a subtle yet impactful manner.
The Men in Blue are currently involved in an ODI series against New Zealand and won the first match at Dharamsala by a comfortable margin on Sunday.