Campaign India Team
Feb 27, 2017

Star Plus extends 'Nayi Soch' with Aamir Khan, and his shop 'Gurdeep Singh & Daughters'

Watch the film conceptualised by Ogilvy & Mather here

Star Plus has rolled out a film featuring Aamir Khan to extend its 'Nayi Soch' (new thinking) brand thought. The film has been conceptualised by Ogilvy & Mather. 
The film features Aamir Khan playing the role of a sweet shop owner (Gurdeep Singh). His shop is getting a new signboard. A customer walks in and sees the busy shop and congratulates Khan about the amount of business he's doing. Khan smiles and tells the customer that it's all thanks to the efforts of his children who've listed the business on the internet. The man assumes that Khan has boys as children and compliments them. To the customer's surprise, Khan corrects him and tells him it's not his sons, but daughters. The scene shifts to show the two girls who are managing orders. The man heads out with his box of sweets in hand and reads the board 'Gurdeep Singh & Daughters'. The film ends with the line, 'Kaamyabi na ladka dekhti hai na ladki. Kaamyabi sirf soch dekhti hai.' (Success does not distinguish between girls and boys. It’s the thinking that matters.) 
Uday Shankar, chairman and CEO, Star India, said, ''We at Star believe that daughters are equally capable to bring laurels to their families and society. Our latest Nayi Soch film reflects this confidence. It not only questions the gender discrimination that still exists, but also iterates our belief that it is time for fathers to step up and inspire their daughters with confidence and self-belief. Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish.''
Sumanto Chattopadhyay, executive creative director, South Asia, Ogilvy, said, "This film tells a simple, sweet and yet powerful story of the happy result of a newer way of thinking. It's a tribute to the women who succeed and to the men whose progressive thinking makes them stand by, and not in the way of, women realising their potential. Star Plus, through its content and messaging, believes in promoting conversations around ‘Nayi Soch’ or progressive thinking in society, especially regarding the role of women. As a brand it stands for fresh perspectives that inspire and enable women to influence and impact their world.
Client: Star India 
Agency: Ogilvy Mumbai
Ogilvy creative team
Executive chairman and CD, South Asia: Piyush Pandey
ECD, South Asia: Sumanto Chattopadhyay
Group CD: Abhijit Karandikar 
Senior CD: Jyotsna Parikh
CD: Nishigandh Dhende
Associate CD: Dharini Pradhan
Creative controller: Harshada Menon
Senior art director: Tushar Waghmare 
Ogilvy account management team
SVP: Walter Noronha
Management supervisor: Liron Samson
Group account manager: Jeremy Pimenta
Senior account executive: Sayeli Patil
Ogilvy account planning team
SVP - planning: Khushnuma Daruwala
Group head - planning: Heena Mordani
Production house: OpticusInc
Director: Nitesh Tiwari
Producer: Varun Shetty
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