This TV campaign was unveiled on October 16 during the India- New Zealand ODI series where the cricketing heroes play messengers of this ‘Nayi Soch’. In the campaign, India’s cricketers Virat Kohli, Mahendra Singh Dhoni and Ajinkya Rahane proudly wear their mothers’ names on their jersey instead of their own names or father’s surnames, acknowledging the fact that one derives one’s identity as much from one’s mother as one’s father.