Times of India is the largest circulated daily newspaper in India. However, in Bengal the Telegraph ruled the roost. To win this newspaper war, Times of India needed to connect with Bengalis as a people, not just readers & embed its message of ‘No Conditions apply’ within their culture.

We identified a 400-year long-standing tradition to deliver that message -

Every year, 35 million Bengali women come together in celebration to play “Sindoor Khela” (the vermillion game) - an ancient ritual which reaffirms their womanhood.

But this national celebration of Goddess Durga comes with one big condition:

No single women, divorcees, widows, LGBTQ;

It is reserved only for the married. While all the other “forbidden” women look on, feeling rejected.

Our Objective:

Change this 400-year old tradition of rejection into a tradition of acceptance to help Times of India emerge as an undisputed leader nationally & locally.

Towards changing a 400 year old tradition of rejection, into a celebration of acceptance, we started with the 2 dot symbol of sisterhood.

This new symbol of sisterhood was introduced to Indian women by top Bollywood actor Vidya Balan.

20 more celebrities followed; including vocal feminists such as Taapsee Pannu, Rituparna Sengupta and Dr. Manobi, the first Indian transgender Doctorate. Influencers embraced and endorsed the movement, leading to a groundswell from fans across India.

Thereafter, leaders of minority communities were roped in to demand acceptance via a slam poetry film on social media. Unique targeted messages were released on Facebook, inviting women from these communities.

Lastly, a partnership with the biggest temple in Calcutta, made it possible for us to organize the first ever Sindoor Khela where widows, transgenders, LGBTQ, sex-workers and married women came together in a joyous revolution of love and laughter.