The One Show
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Category
Experiential / Events & Competitions
Annual ID
OS_CP18025M
About the Work
The Times of India is the largest circulated daily newspaper in the world. However, in Bengal the Telegraph ruled the roost. To win this newspaper war, TOI needed to connect with Bengalis and embed its message of ‘No Conditions apply’ within their culture. We identified a 400-year old tradition called ‘Sindoor Khela’ to deliver our message. For centuries, this ritual saw married women come together in praise of Goddess Durga, while the rest of the sisterhood looked on, rejected and uninvited. We decided to change this tradition of division by inviting all the ‘forbidden’ women: singles, widows, prostitutes, and transgenders. So in 2017, a new ‘Sindoor Khela’ was born. One where no conditions applied – of marital status, gender or sexual orientation. It was a celebration of united sisterhood. Millions showered their love and support, helping Times of India gain market leadership for the first time.
2018 Awards
Total Points: 2
Merit
Credits
Agency
FCBIndia Group / Delhi
Chief Creative Officer
Swati Bhattacharya
Creative Director
S Srinath
Creative Team
M Damodaran
Ranit Mukherjee
Chirag Bhasin
Vishakha Khattri
Gayatri Sriram
Vineeta Arora
shailesh khandeparkar
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