The Times of India: No Conditions Apply Sindoor Khela

The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.

Campaign details

Advertiser: The Times of IndiaBrand: The Times of IndiaAgency: FCBulka Gurgaon Country: India

Objectives

Creative work

A revolution that would give birth to a new Sindoor-Khela where 'No Conditions Apply', transforming a 400-year-old tradition of division into one of acceptance, where all women, not just married women, are invited to celebrate the power of Goddess Durga.

We brought our revolution to life in five clear steps:

Step 1. A new symbol of sisterhood:We transformed the patriarchal single red dot of sindoor, representing marital pride, into two dots. This new symbol...

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