Cannes: FCB India has secured a Bronze for #NoConditionsApply- Sindoor Khela, a campaign for The Times of India (TOI) at the coveted Cannes Lions International Festival of Creativity.
‘No Conditions Apply’ is a campaign created to break some barriers around the 400-year-old tradition of Shindoor Khela and to call attention to gender equality across all opportunities, celebrations, ambitions. One objective of this campaign was to give The Times of India’s Kolkata edition a local voice in a market where habits are relatively difficult to change.
Rohit Ohri, Group Chairman & CEO, FCB India said, “The lion we’ve won for our campaign for TOI stands testimony to the creative transformation at FCB India. This transformation has energised the entire agency, creating a momentum and a new winning culture. I’m truly proud of Team FCB!”
Swati Bhattacharya, chief creative officer, FCB Ulka who conceptualised the campaign said, “I am very happy that this piece of work is getting so much love.. There is nothing more powerful than sisterhood for us women. Sindoor Khela #NoConditionsApply is a testimony to this.”
Mr. Sanjeev Bhargava, Director, Brand TOI said, “We are ecstatic that our work has been recognised at global platform like Cannes. Being the most influential media house in the country, we have always believed that not only are we the chroniclers of change but catalysts as well. Something that is always appreciated at Cannes. But this year the Shindoor Khela campaign has penetrated a seemingly harmless tradition to create a realisation of how easily we overlook the marginalised. I am delighted at the recognition and honoured to work with the teams in TOI and FCB on this project which has all the makings of a sustained campaign over the next few years.”
Earlier, In Goefest 2018 also, the Times of India’s #NoConditionsApply Shindoor Khela campaign emerged as one of the most awarded campaign, winning metals across categories. It picked up a total of 4 golds, 4 silvers and 4 bronzes along with a special Abby (silver) in the gender-sensitive sub-category.