New thinking, new heroes
Every woman, unlimited.
In India, boys are taught that they can be anything: sporting legends, action heroes, business magnates. These story threads are the fabric of Indian society, as they are across the world.
Nearly 10 years ago, Star Plus recognised they could help to give women a different story and show them that they too could be more. Telling powerful stories about women has also been shown to reduce the birthrate, domestic violence and keep girls in education.
Nayi Soch – new thinking
Almost a decade on from their core mission, Star Plus’ target audience, the middle-class urban woman, has started to change. Where once she wanted autonomy, always with her family’s contentment, now she wants to be an influencer and to impact the world.
The brand idea – ‘Nayi Soch’ (new thinking) – gives Star Plus the platform to deliver the message that the power of women is limitless. To express this new energy and intensity, we took Star Plus from their brightly shining star identity to the ‘Supernova’ (a star that suddenly increases in brightness because of an explosive change).
Progress for women is progress for all
In all of our treatments, the stars of India’s favourite shows stand strong and proud, the Supernova surrounding them, showing women across the country who they could be. We partner with Mathematic and weareseventeen to bring the images to life in the real world and on screen.
Women will play a growing part in the emerging middle class and in the development of the country. And we will continue to work with Star Plus to help create a progressive story for women and for India.