MUMBAI: The campaign #DontKillIdeas from Star Plus heralds its ideas-inspiring limited edition show - TED Talks India Nayi Soch, launching on 10 December on Star Plus & Hotstar. Partnering the campaign as title sponsor on Star Plus is Glacéau Smartwater from Coca-Cola. The opening episode will be simulcast across Star Gold, Movies OK, Star World, Star Jalsha along with Star Plus & Hotstar.

The first phase of the campaign which featured two films - Rotimaker and Drone directed by Nitesh Tiwari, generated a lot of interest and captured people’s imagination with many industry stalwarts and creative leaders weighing in on #DontKillIdeas. The second campaign features the host of the show, Shahrukh Khan.

Actor Shahrukh Khan says, “Ideas are the new cool currency, the new rock n roll. This show is a unique and powerful initiative towards opening people’s minds to the power of ideas and encouraging Nayi Soch. An idea can inspire you with limitless possibilities and give you an alternative perspective to look at oneself, one’s surroundings and future.”

Coca-Cola India and South West Asia vice president marketing Vijay Parasuraman adds, “Today’s world is all about ideas and disruption. The extremely fast pace at which tech is changing the way we live and think makes innovation an integral part of life today. We are happy to partner with Star Plus in bringing to the Indian audiences the power of ideas. Ideas are as essential as water! You just can’t do without it!”

Star Plus business head Narayan Sundararaman says, “This show redefines the very concept of entertainment and brings audiences stories that involve a range of personalities, situations and ideas that are diverse and inspiring.”