NEW THINKING -MSD

Title: Nayi Soch (New thinking)
Agency: Ogilvy, India
Role : Director

Star Plus is a leading GEC brand within India as well as distributed internationally by The Walt Disney Company. The campaign challenged the stereotypical thinking related to women. The patriarchal dominance has been accepted for generations and we don't try to raise questions about the conspicuous absence of a mother's name from the surname.

The importance of mothers in every individual’s life was the motive of the campaign and that individuals also draw their identity as much from their mothers as they do from their fathers, a notion that pushes against the prevalent conventional societal norms in the country. Ogilvy briefed us for the Star Plus Nayi Soch (new thinking) campaign. We shot a series of three ad films showing ace cricketers Virat Kohli, M. S. Dhoni and Ajinkya Rahane paying tribute to their mothers by sporting their first names on their jerseys. The campaign involved the pre production, direction, shoot and post production of the film.
The campaign was highly appreciated and even earned an Effie under the Media & Entertainment section. The campaign was very successful that even the BCCI let the Indian players embrace the initiative with their mother’s name on the back of jerseys in the 5th and final ODI against New Zealand.