Call me cynical, but I thought this was a fairly hollow gesture. Not so much because it's obviously driven by a PR objective (which seems to have worked well - fair amount of online chatter and coverage), but because it doesn't feel very authentic. None of these players, from what I know, have been associated with this line of thinking before, and it's not associated with the brands of the BCCI, the game of cricket, or Star. And assuming it's a one-off gesture, this is going to be ultimately meaningless.
Compare this with:
* Director Sanjay Leela Bhansali who has adopted his mother's name in his own
* The Pink days at the SCG to raise awareness about Breast Cancer by the McGrath foundation (because of a deep connection with Glenn McGrath)
For this gesture feel 'authentic', it ought to be * reflected in everything the brands behind this do from here on (including supporting women's cricket?). I'm sceptical. Will this just be one piece of trivia for a future cricket quiz, or can one expect more meaningful outcomes along with a PR success?