NEW DELHI: Former Indian captain MS Dhoni, captain of the women’s cricket team Mithali Raj and Bollywood actor Ajay Devgn have come together for a campaign by Star India to promote the philosophy ‘Burn your fears’ of its new channel Star Bharat.
Celebrating the many facets of fearless India and bringing alive the brand’s philosophy of ‘Bhula de darr, kuch alag kar’, Star Bharat has unveiled a campaign to further communicate the channel philosophy and inspire the nation to be fearless.
The campaign, produced and directed by Star India’s creative team in association with Leo Burnett who created the campaign idea and script, will see Dhoni, Mithali Raj and Ajay Devgn take the first step and revealing how they overcame their fears and fulfilled their potential and dreams.
Their act of proclaiming their deepest fear and “burning it” sends the message that on the other side of fear lies glory, thus encouraging Indians to overcome fears, roadblocks and limitations.
In the promo film, which uses Maestro AR Rahman’s stirring signature music for Star Bharat, MS Dhoni talks about how he had to grapple with the security that his job with the Railways entailed and his dream of being a cricketer.
“Cricket mein bhi career na bana, aur ye naukri bhi haath se gayi toh?, Agar life mein kuchh alag karna hai. Toh iss darr ka saamna toh karna hi padega.
Yaani iss darr ki wicket toh giraani padhegi. (If one has to do something different in life, then one has to over come this fear that ‘what will happen If I am not able to make a career in cricket and lose the job as well’),”Dhobi says in the video.
Mithali Raj was dissuaded from pursuing cricket. “Jab maine Cricket ko apna career banaane ka socha, toh sabne kaha main bahut badhi galti kar rahi hoon.
Women’s cricket kaun dekhta hai (When I decided to make a career in cricket, then everyone told me I was making a grave mistake. They said ‘who watches women’s cricket’. But if one wants to become a cricketer, one has to go for it ),” she notes in the film.
Today she is an inspiration to millions of girls and boys alike. Ajay Devgn’s debut film involved a stunt with two bikes. In the promo he talks about how people around tried to stop him from undertaking this dangerous act.
“Sabne samjhaya bevakoofi mat kar. Kuch gadbad ho gayi toh tera career shuru hone se pehle hi khatam ho jaayega, he reminiscences. Jhoot nahi bolunga, darr toh bahut laga tha. Kahin meri pehli film meri aakhri na ban jaye.
Par uss din, agar main darr se darr jata, toh jo aaj hoon vo kabhi na ban pata ( Everyone dissuaded me not to do this. They said that if something goes wrong my career would be finished before it begins. I will not lie. I was very terrified at the thought that my first film could well become my last.
But looking back I realise that if had been deterred by fear, I would not have been where I am today),”he reminisces. On the new campaign by Star India, CEO entertainment of Star India Amit Chopra said,”as a society we instill fear from childhood right up to adulthood.
Of course, this is disguised as caution, prudence or even concern. But the fact of the matter remains that this fear holds us back from achieving our dreams or, maybe even dreaming.”
“Burn your Fear” inspires people to conquer their fears, unleash their true selves and chase their dreams. Just like the icons in our brand film. The campaign which culminates this Dussehra will be all about burning one’s fears.”
The ace actor Sidharth Malhotra along with the other Bollywood personalities will be seen joining the campaign later. The brand campaign will go live across Star India network along with social media; encouraging the nation to share their fears and take the first step towards overcoming them in the journey to achieving their dreams. (AGENCIES)
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