Search
+

    FCB India wins gold with Times Campaign

    Synopsis

    Timed around Durga Pooja in Kolkata, the campaign made a case against social discrimination.

    Agencies
    Shindoor Khela has been nominated in various categories through the course of the festival including the yet to be announced Glass Lions and has previously won a Bronze in Brand Experience and Activation.
    CANNES: Another day, another Gold. FCB India has bagged a Gold trophy for Shindoor Khela: No Conditions Apply for the Times of India in the Direct category at Cannes Lions. The entry also won a Bronze in the same category.

    Timed around Durga Pooja in Kolkata, the campaign made a case against social discrimination. Tradition dictates that only married women and unwedded girls can participate in Shindoor Khela, a festivity on the last day of the Pooja. Driven by messaging across mediums, the campaign questioned these traditional mores, extending an invitation to widows, divorcees, separated women, transgendered and lesbians. It culminated in an all-inclusive Shindoor Khela at the prestigious Tridhara Sammilani Pooja Pandal in Kolkata.

    Shindoor Khela has been nominated in various categories through the course of the festival including the yet to be announced Glass Lions and has previously won a Bronze in Brand Experience and Activation.

    Speaking about the entry, Swati Bhattacharya, chief creative officer, FCB Ulka says: “This is personally very gratifying for me, because we could take something that comes from my tradition, and without any kind of militancy or strong protest, make it beautiful and relevant. We did it without any anger and that is a beautiful sign for women’s movements all over the world.

    Sometimes, you don’t have to be combative. I struggle with women’s campaigns that are all about shifting the male gaze. Instead, if we shift our gaze towards each other, we will be such a force, that we won’t have to turn men.”

    She acknowledged it was a complex campaign for a global jury to understand but added, “it’s heart is in the right place and that’s why it is a bloodless coup, not just on that day in Kolkata, but also in the jury room at Cannes Lions.”
    (Catch all the Business News, Breaking News Events and Latest News Updates on The Economic Times.)

    Also Read

    The Economic Times