Star will use it's rival Sony's biggest sporting property to promote it's flagship channel Star Plus. - Star will give away Nayi Soch award to a cricketer with most innovative and fresh approach after every match. - The award is to extend Star Plus' core brand value, Rishta Wahi Soch Nayi, and will be given away by a popular celebrity from one of Star's shows. - Star has committed multi-million rupee investments to IPl as an associate sponsor. - Most innovative cricketing moment in a match will be termed as a Star Plus "Nayi Soch" moment.