With the #NoConditionsApply initiative, The Times of India worked to make a change in the festivities of Sindoor Khela. Sindoor Khela is a beautiful celebration of sisterhood, where women come together, put colour on each other, dance together and pay their respects to the Divine Mother.
However, for centuries, the celebration of Sindoor Khela has been limited only to married women. Unfortunately, this left a wide spectrum and large majority of women on the margins, who weren’t allowed to partake in this celebration, even though it was to celebrate sisterhood. The #NoConditionsApply campaign ensured that every woman was included in Sindoor Khela from that year onwards.
Our Work
The Yellow Compass stepped in, as the digital agency who took it upon ourselves to amplify this campaign across social media platforms. We took over creating social media posts as well as media strategy and buying. The goal was the help the campaign reach as many people as possible and gather as much support for the campaign as possible.
These videos garnered immense organic engagement and feedback. We also received numerous messages from women who this idea resonated with, women who supported the cause and also pandals who decided to bring about a change with us, by including all women in the celebrations.
Accolades : The campaign won a D&AD Yellow Pencil, 12 Abbys at GoaFest, Bronze at New York Festival, and one Gold and one Bronze at the Cannes Lion awards
ClientCalcutta TimesServicesSocial Media Marketing, Digital Advertising, Photography, Campaign ManagementLinktimesofindia.indiatimes.com
