Spikes Asia

#PowerlessQueen

WATCONSULT, Mumbai / NANHI KALI / 2018

Presentation Image
Film
Case Film

Overview

Entries

Credits

Overview

Background

Chess was invented in India in the 6th Century with Queen being the most powerful piece on the board. However today in the 21st century, the real queens i.e. a vast majority of Indian women are not even powerful enough to get access to basic rights of education. Infact 20 million girls are denied education in India each year due to the deep rooted misogyny in Indian society.

Nanhi Kali is a non-for-profit organization with the aim of providing primary education to underprivileged girls in India. Their core objective was to create awareness about how educated women help society and also drive donations towards the education of underprivileged girls.

Description

The film begins with India's top chess influencer and #2 ranked chess grandmaster Tania Sachdev wherein she expresses the deep-rooted misogyny in India and how women are rendered powerless due to the lack of education, healthcare and also being beaten, abused and killed. Tania introduces a unique and never seen before challenge of playing chess with a powerless queen and asks her fans and fellow chess players to try and win the Powerless Queen challenge on www.powerlessqueen.com by playing the game of chess with a queen that cannot move.

Execution

The game was launched via a campaign website and a campaign video with Woman Grandmaster Tania Sachev. She shared the same via social platforms (Twitter, Facebook & YouTube) in which she challenged people and fellow chess players to play the game on the website. People who lost could take two actions - they could share their experience on Twitter & Facebook as well as donate to the cause of Nanhi Kali for the education of the girl child.

Along with the mobile-friendly website, we also launched a mobile app. To take the concept of Powerless Queen into the physical world, The Chess School of India and The Coach Crew came together to organize chess tournaments which was participated in by school students from across schools.

Similar Campaigns

12 items

The Tale of Two Lajjos

OGILVY, Mumbai

The Tale of Two Lajjos

2023, NANHI KALI

(opens in a new tab)