Star Plus: Nayi Soch (New Thinking)

Star Plus, India’s biggest entertainment channel, used its huge roster of entertainment, advertising and sponsorship to promote the message of gender equality to millions of households in India.

Summary

Star Plus, India’s biggest entertainment channel, used its huge roster of entertainment, advertising and sponsorship to put the message of gender equality into millions of households in India by utilizing India’s biggest passions of Cricket and Bollywood and tapping into cultural moments to change the way future generations think about the role women play in our lives. Turning the attention to cricket, we asked cricketers to help challenge stereotypes by changing names on their shirts from their fathers’ names to mother's name. This went further through the TV ads featuring cricket superstars and got the public involved with a...

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