STAR India has long been an example of a company that embeds purpose in what it does, in particular when it comes to advancing the societal roles of women and girls. In its latest campaign, STAR India's No.1 Hindi general entertainment channel, STAR Plus, has recruited three of India's biggest cricket stars for a series of television promos to combat stereotypes and push the agenda for the country's half-billion women. The campaign is part of a brand partnership with the Board of Control for Cricket in India (BCCI) called "Nayi Sochi" ("New Thinking").