Star Plus: Nayi Soch

Ravishankar S.

Indian entertainment TV channel Star Plus launched a campaign to change stereotypical perceptions of women with the support of the national cricket team.

Campaign details

Brand: Star PlusBrand owner: Star India Pvt. LtdLead agency: MindshareCountry: IndiaIndustries: TV channels, services, programmesMedia channels: Other & ambient media, Sponsorship - sportsBudget: 500k - 1 million

Executive Summary

Star Plus, India's biggest entertainment channel, used its huge roster of entertainment, advertisement and sponsorship to put forward the message of gender equality into millions of households in India.

Leveraging India's biggest passion, cricket, we envisioned a strategy to change notions about the role played by women in our lives, and influence the future generations.

Turning the...

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