Campaign details
Brand: Star PlusBrand owner: Star India Pvt. LtdLead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Online video, Print - General, unspecified, Public relations, Social media, Sponsorship - sports, TelevisionBudget: 500k - 1 million
Executive summary
The challenge was to stay relevant and resonate with younger women across markets (urban and rural) in a changing India. The solution was to use the most popular sport in the country, and its stars, to question the stereotype of children's identity being defined only by their father's name or...