Star India, sponsor of the Indian cricket team, launched a campaign to challenge gender stereotypes featuring cricketers MS Dhoni, Virat Kohli and Ajinkya Rahane, during the first India-New Zealand ODI on 16 October. The promos adopt the theme 'Nayi Soch', building on the philosophy of Star India's flagship Hindi GEC Star Plus.
In each of the promos, one of the cricketers is seen in a jersey with his mother's name. Dhoni, Kohli and Rahane explain why their jerseys have Devki, Saroj and Sujata respectively written on them, with pride.
Sanjay Gupta, managing director, Star India, said, “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.”