Star India "has launched a new brand campaign for its flagship general entertainment channel Star Plus" featuring three leading cricket players from Team India, according to Urvi Malvania of the Indian BUSINESS STANDARD. Titled Nayi Soch, the campaign "includes three brand films," featuring Team India ODI and T20 captain M.S. Dhoni, Team India test captain Virat Kohli and Team India vice-captain Ajinkya Rahane.
Star India "is the official broadcaster of all India matches on home-ground and is also the official sponsor of Team India, enjoying branding on the players' jersey fronts." In the brand films the cricketers "proudly wear their mothers’ names on their jersey instead of their own names or father’s surnames, acknowledging the fact that one derives one’s identity as much from one's mother as from one's father." However, the stereotypical societal notions around lineage and identity fall short of acknowledging the role of women -- "a thought supported and celebrated by BCCI through this campaign as well." At Star Plus, the female audience "forms a chunk for the core target group for communication and consumption" (BUSINESS STANDARD, 10/16).
