To bring alive the brand’s philosophy of ‘Bhula de darr, kuch alag kar’, Star Bharat unveils a campaign with three 30-second films starring cricketers, MS Dhoni, Mithali Raj and actor Ajay Devgn who come together in the campaign produced and directed by Star India’s creative team in association with Leo Burnett who created the campaign idea and script.
Their act of proclaiming their deepest fear and “burning it” sends the message that on the other side of fear lies glory.
“As a society we instill fear from childhood right up to adulthood”, says Amit Chopra, CEO, Entertainment, Star India, “Of course, this is disguised as caution, prudence or even concern. But the fact of the matter remains that this fear holds us back from achieving our dreams or, maybe even dreaming. “Burn your Fear” inspires people to conquer their fears, unleash their true selves and chase their dreams. The campaign which culminates this Dussehra will be all about burning one’s fears.”
Ajay Devgn’s debut film involved a stunt with two bikes. In the promo he talks about how people around tried to stop him from undertaking this dangerous act. Watch the film here.
MS Dhoni talks about how he had to grapple with the job security that his job with the Railways entailed and his dream of being a cricketer. Watch Dhoni's story here.
Similarly, India's women cricket star Mithali Raj was also dissuaded from pursuing cricket. Watch her film here.
Actor Sidharth Malhotra along with the other Bollywood personalities are expected to be a part of this campaign later.