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Star Plus says #DontKillIdeas in first Ted Talks India campaign

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MUMBAI: Star Plus and the global digital platform for ideas, TED, have come together to India to create a collaboration never seen before on television.

A limited edition series, Ted Talks India Nayi Soch, will launch on 10 December 2017. Airing all week long, the series aims to inspire the nation to embrace and celebrate ideas

Social conditioning, rote learning and risk aversion are the culprits that prevent us from letting our ideas come to life and are hurdles to realising our vision to be an innovation powerhouse.

This cultural insight is at the heart of the campaign of Ted Talks India Nayi Soch as the first look went live on 18 November 2017.

Two films Gudiya and Bobby Ka Idea focus on how ideas that could have potentially provided a way out of the drudgery of life are systematically discouraged and killed. #DontKillIdeas is the central theme on which the first look of the marketing campaign is based.

Star India consumer strategy and innovation president Gayatri Yadav said, “It’s an important and pertinent message from the brand that encourages new thinking (Nayi Soch), about how a seemingly ordinary idea comes with the immense power to transform lives.”

Star Plus business head Narayan Sundararaman mentioned, “Ideas are often dismissed as figments of people’s imagination. Yet, every great achievement, discovery or invention starts with an idea. It’s time we put a premium on ideas. All of us at some point in time or the other have been victims of our ideas being killed or have been responsible for killing ideas. These simple slices of life films bring out this point vividly and with a disarming charm. The films have been conceptualised by the creative agency Leo Burnett India and directed by Nitesh Tiwari of Dangal fame”.

At the show’s unveiling some months ago, Star India CEO Uday Shankar said that TV should also offer content that feeds the human passion for knowledge, stokes curiosity and inspires people. Nayi Soch is produced by Freemantle India with Shah Rukh Khan as host. This is the first time TED has moved out of the English language.

There will be a mix of speakers, thinkers and doers from India who questioned norms and brought forth ideas that have the potential to inspire many.

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