Aamir Khan features as 'proud dad' in campaign

Superstar Aamir Khan, who has two sons and a daughter, is happy to feature in a TV campaign which is a tribute to "proud dads and their daughters".

Created and directed by Nitesh Tiwari of "Dangal" fame, the brand film features Aamir as a small-town, middle-class but new-age father who is confident that his daughters will take ahead the legacy of his business.

"I think it is a great initiative by Star Plus. The film is a tribute to all the proud dads and their daughters who became the beacons of change," Aamir said in a statement.

It is a Women's Day special of Star India's ad campaign 'Nayi Soch', which puts the spotlight on social issues of gender inequality.

"Our latest 'Nayi Soch' film not only questions the gender discrimination that still exists, but also iterates our belief that it is time for fathers to step up and inspire their daughters with confidence and self-belief," said Uday Shankar, Chairman and CEO, Star India.

"Aamir Khan brings great credibility and empathy to the role of a father whose progressive thinking gives his daughters the freedom to flourish," he added.

The brand film is a reflection of how in a nation of over 10 million shops and establishments, it is hard to find even a single one that holds the title of "and daughters", it is always "and sons".

The film ends with the line: "Kaamyabi na ladka dekhti hai na ladki. Kaamyabi sirf soch dekhti hai (Success does not consider whether one is a boy or girl; it only takes powerful thoughts into account)".

Aamir had earlier hosted the TV show "Satyamev Jayate" for the channel.

The show covered sensitive social issues prevalent in India such as female foeticide, child sexual abuse, rape, honour killings, domestic violence, untouchability, alcoholism, and the criminalisation of politics.