How an ad campaign 'challenged stereotypes' and affected a 'cultural shift'

The 'Nayi Soch' campaign for Star Plus in 2016 challenged the stereotypical thinking related to women and sought to tell how women should not be looked at

MY TAKE

We achieved a purpose for the brand — which was to create a movement, and bring about a cultural shift 

Brand: Star Plus

Year of launch: 2016 

Agency: Mindshare India 

Which is your best campaign and why have you chosen it? When was it launched?

It is the one that won us a lot of awards and delivered a strong message — the ‘Nayi Soch’ campaign for Star Plus in 2016. Star Plus is a brand that touches nearly 80 per cent of our population. This was a campaign where we challenged the stereotypical thinking related to women and sought to tell how women