In India, a child’s identity is defined only by their father’s name. From the time a child is born in a hospital, to when they are admitted to schools, while getting important documents, the person would always have to use their Father’s name. Success and pride are expressed through the link to your father’s.

We wanted to change this practice and bring to consciousness that mothers are equal contributors to a child’s success and play a vital part in the development of the child.

Combining India’s passion for entertainment with our sponsorship and programming, we had the platform to change culture together.

Nayi Soch – New Thinking: a campaign to that taps into the thought that women are today opening up endless opportunities and we are living in a new world, changing the way future generations live and eliminating gender stereotypes.

The three superstars featured in adverts to introduce the Nayi Soch movement.

The cricket team took this further by unveiling the new shirts, showing the teams mother’s names during the India vs New Zealand match. The match was aired live on Star Sports, with the players sharing their own stories of the support their mothers had given them in their careers.

A digital platform enabled fans to make their own cricket shirts carrying their mother’s name to share and spread the message and an inspirational Nayi Soch video encouraged people to upload and share their own pledges of support for female equality.

Finally, Star Plus embedded the ‘New Thinking’ into its new hit TV show ‘Naamkaran’ focusing on a little girl and her struggle to understand her identity even though she doesn’t know her father.

- The campaign reached over 156 Million people

- Over 210 million impressions & 15 million video views in less than 2 days. The campaign saw 9000 unique authors & trended at #1 in India for hours.

- The consideration scores for Star Plus as a brand with new age values grew by 7%.

- Amul a Brand that has been creating ads on major cultural events for decades created an Ad paying tribute to #Nayisoch.

- Biggest Bollywood Celebrities like Aamir Khan, Sonam Kapoor & Amitabh Bachchan got inspired & associated themselves organically with the campaign by tweeting with #NayiSoch.

- On 13th April 2017 the Prime Minister of India Narendra Modi announced : Women need not change their names in passport after marriage.