This Monday morning, India woke up to three of its star cricketers batting for their mothers. Hai ki nahi,” as the ruby red star logo of Star Plus is announced in: “Star Plus, Nayi Soch.”It’s not new to see branding campaigns target and address social problems, and win laurels while at it, too. And with its collaboration with the Board of Cricket Control for India (BCCI), the star-studded Star Plus campaign just added itself to this list. In 2010, Star Plus got its new tagline “Rishte Wahi, Soch Nayi”, after a rebranding effort that was meant to overhaul the channel’s largely regressive saas-bahu content and showcase the network as one that focused on gender issues through strong women-centered narratives. But is the latest Nayi Soch campaign really taking their rebranding efforts from six years ago very far?

Source: Mint October 17, 2016 12:20 UTC