Cannes: Following the Bronze win, the #NoConditionsApply- SindoorKhela campaign for The Times of India has fetched Gold for FCB India at Cannes Lions International Festival of Creativity, in the category Direct- Single Country Origin.
RohitOhri, Group Chairman & CEO, FCB India said, “This gold Lion win is the first for FCB in India. And a shining testimony to our creative transformation. We’ve worked hard over the last two years to transform our creative reputation in the market. I am delighted that a few Lions will now walk with us as we continue to push harder and higher.”
FCB India also wins a Bronze on Day 3.‘No Conditions Apply’ is a campaign created to break some barriers around the 400-year-old tradition of ShindoorKhela 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.
SindoorKhela #NoConditionsApply campaign was conceptualized by Swati Bhattacharya, Chief Creative Officer, FCB Ulka. Earlier, In Goefest 2018 also, the Times of India’s #NoConditionsApplyShindoorKhela 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.
Mr. Raj Jain, CEO at BCCL said, “The Times of India is a national newspaper and yet every one of its 53 editions addresses local issues like none other. #NoConditionsApply on Shindoor Khela is an exceptional idea that initiated a conversation on social inclusion of marginalized women into the mainstream. The concept was so hard-hitting and compelling that it has not only been embraced by millions in the Bengali community but also captured attention of the nation. I am not surprised that juries across the world have recognized the effort with accolades, and the Gold at Cannes is yet another recognition of our efforts to make our newspaper live up to our philosophy of “Change begins here”. The TOI’s brand team and FCB, the agency behind this wonderful idea should rightfully be proud of this achievement.”
