Popular Indian cricketers Mahendra Singh Dhoni, Virat Kohli and Ajinkya Rahane have come forward to support the Star Pluss "Nayi Soch" campaign, which questions various societal stereotypes that hold women back.
The TV broadcaster on Sunday unveiled the campaign during the India-New Zealand ODI series.
In the campaign, Dhoni's jersey has his mother Devki's name printed on the back.
Kohli and Rahane can be seen wearing the jerseys of the names of their mothers' -- Saroj and Sujata.
"We at Star India are very happy to partner with BCCI for an iconic brand initiative of 'Nayi Soch'. Star Plus has been a lighthouse brand for women," Sanjay Gupta, Managing Director, Star India, said in a statement.
"We have always put women first, told their stories, and are now set to take it to the next level -- by challenging orthodoxy and stereotypes that come in the way of progress for women," he added.
The campaign is built around real-life examples from the lives of these three cricketers, and the philosophy on how they are what they are, in large part because of their mothers.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)