Cannes Lions

Sindoor Khela - #NoConditionsApply

FCBULKA, Delhi / TIMES OF INDIA GROUP / 2019

Awards:

1 Shortlisted Cannes Lions
Presentation Image
Case Film

Overview

Entries

Credits

Overview

Execution

Transforming a 400-year old tradition would require nothing less than a revolution.

First, we transformed the red patriarchal dot of sindoor that represents marital pride into 2 dots. This was introduced to Indian women by top Bollywood actor Vidya Balan & became a rallying cry online and offline for an inclusive Sindoor-Khela.

20 celebrities & vocal feminists followed such as Taapsee Pannu and Dr. Manobi, the first Indian transgender doctorate. Influencers endorsed the movement online, leading to a groundswell from fans across India.

Leaders of minority communities were also roped in to demand acceptance via a slam poetry film on social media.

Lastly, a partnership with the biggest temple in Kolkata, made it possible for us to organize the first ever inclusive Sindoor-Khela. This was filmed and released on Facebook and YouTube after which over 100 temples across the nation pledged to celebrate an inclusive Sindoor-Khela in 2017, and 2018.

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