#NoConditionsApply - Sindoor Khela
2019 Finalist

#NoConditionsApply - Sindoor Khela

Bennett Coleman & Company Ltd. (Times Group)

Mumbai, India

Category Best Public Relations or Community Service Campaign

Overview of this campaign

The campaign's concept was to highlight how united by gender but divided by society, various members like widows, transgenders, divorcees and single mothers face social exclusion year after year at the traditional Sindoor Khela festivities during Durga puja. The underlying principle of #NoConditionsApply was to urge the women to play with two dots of sindoor, a symbol that will unite.

To achieve this we had a 3-fold objective consisting of:

Attitudinal & Behavioral Change Objective:

Transform Sindoor-Khela a 400-year old tradition of division into a tradition of acceptance creating a nation-wide movement wherein pandals across the nation celebrate an inclusive Sindoor Khela

Communication Objective:

Become the part of cultural conversations of the Bengali Community during Durga Puja, exhorting the progressive inclusive celebration rituals especially targeting women

Business Objective:

Emerge as a true thought-leader locally & nationally.

Results for this campaign

The campaign which started off with 1 pandal now became a national movement where over 100 Puja Committees came forward to host an all-inclusive Sindoor-Khela.

In a country of thousands of Gods and Godmen, change is not always welcome but when the day of “Sindoor-Khela” arrived, a sight never seen before unfolded on as a revolutionary movement in India and globally 

Single, married, widowed, transgender and prostitutes joined in to participate in “Sindoor Khela” celebrations

The vermillion wave was unstoppable. In just 4 weeks we clocked in USD 912,335 in earned media

& reached 718 million people.

Becoming a trending topic on social media with 3.5 million comments & thousands of 2 dot selfies from women & men

Ultimately, in the process of finding cultural relevance, Times of India became the No.1 newspaper in Calcutta, beating even the local favourite – The Telegraph for the first time in 10 years.


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