MAM

WATConsult & Project Nanhi Kali show a powerless queen in chess

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/03/09/image.jpg?itok=oF2oA0Fj

MUMBAI: The ‘Queen’ is the most powerful piece in the game of chess, a two-player strategy board game that once originated in India in the 6th century. And yet, those very ‘Queens’ still stand powerless and violated in 21st century India.

Therefore, in an attempt to shed light on how a society fails when it leaves its ‘Queens’ helpless and feeble, Project Nanhi Kali partnered with WATConsult, the digital and social media agency from Dentsu Aegis Network India, to launch an innovative campaign titled, ‘Powerless Queen’ on Women’s day. 

To spread awareness about the long neglected cause, a digital version of the chess game has been created wherein, the first player’s ‘Queen’ is designed to be ‘powerless’ and does not move at all while the second player's ‘Queen’ has all her powers, thus making the first player realise how difficult it is to win a game with the ‘Powerless Queen’. 

To support the campaign, Tania Sachdev, an Indian chess player who holds The Fédération Internationale des Échecs (FIDE, also known as World Chess Federation) titles of The International Master and The Woman Grandmaster also came on board.

The campaign has become viral on social media with renounced chess player Vishwanathan Anand and others retweeting about it and taking up the Powerless Queen Challenge.

WATConsult founder and CEO Rajiv Dingra says, “As an agency, we are very proud of this campaign. Chess is a game of power and we thought of utilising this game to let people realise how in the 6th century we made the queen the most powerful and yet in the 21st century we fail to empower women. It is an absolute challenge to win any battle with a ‘Powerless Queen’ and this campaign illustrates just that on Woman’s Day.”

Apart from spreading the message, Tania Sachdev is also challenging people to play the digital version of the chess game on the microsite by taking the Powerless Queen Challenge. The microsite enables people to accept the challenge, play the game and donate to Project Nanhi Kali to empower the women of tomorrow.

Project Nanhi Kali and KC Mahindra Education Trust trustee and executive director Sheetal Mehta adds, "We are happy to partner with WATConsult for this innovative campaign. We support campaigns that give out a message about the importance of ensuring equality for women and it is a win-win situation given our objective is to educate and empower girls.”

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/amit.jpg?itok=JH0bw_nq
Dabur India appoints Amit Burman as chairman

MUMBAI: FMCG major Dabur India Ltd today announced the appointment of Amit Burman as the company's chairman in place of Anand Chand Burman. Amit Burman has been elevated to the position for five years with effective from 19 July. “Amit Burman vice chairman of the company has been appointed as...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/mediacom.jpg?itok=GNpvJztP
MediaCom announces changes to Worldwide, EMEA and UK leadership teams

MUMBAI: MediaCom has promoted Nick Lawson, Josh Krichefski and Kate Rowlinson in changes to its Worldwide, EMEA and UK leadership teams. All changes will come into effect in September.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/19/nclh.jpg?itok=CQpr_Fop
Norwegian cruise line holdings ltd. appoints actimedia as its pr partner for india

MUMBAI: Norwegian Cruise Line Holdings Ltd. has appointed Actimedia PR, a leading lifestyle agency, as its PR Communications consultant for its corporate brand communication needs & its three cruise brands namely- Norwegian Cruise Line, Oceania Cruises & Regent Seven Seas Cruises. 

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/18/neha.jpg?itok=h1c2AG1i
Advertiser turnover from online blogs, forums in India increased by 7 times in H1 2019

MUMBAI: In a move which underlines how lucrative new traffic channels can be for advertisers, Admitad India has recently analysed online orders and sales data that its partner advertisers in India have received in the first half of 2019. As per the research, sales through the platform brought by...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/18/marriot.jpg?itok=z1r3spUE
Marriott hotels ventures to nepal with the opening of kathmandu marriott hotel

MUMBAI: Kathmandu Marriott Hotel opens in the historic capital city, marking the debut of the flagship brand in Nepal. Designed to expand the mind of modern travelers, the hotel’s prime location connects next generation travelers to attractions throughout the fascinating cultural city.

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/18/ram.jpg?itok=sm1rN07X
Colgate-Palmolive (India) appoints Ram Raghavan as MD

MUMBAI: Colgate-Palmolive( India) Limited has appointed Ram Raghavan as managing director during a decision was taken in a board meeting held on 18 July. The appointment will be effective 1 August. “This is to inform you that the Board of Directors of the Company, in their meeting held on July 18,...

MAM Marketing Brands
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/18/kulmit.jpg?itok=yJU-W-OF
Resulticks brings on board Kulmeet Bawa as COO and president JAPAC

MUMBAI: Real-time omnichannel marketing solutions provider Resulticks announced today that Kulmeet Bawa has joined the company as its chief operating officer and president, JAPAC. In his wide-ranging new role, Bawa will play a pivotal role in global strategy formulation and will drive Resulticks’...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/18/nutralite.jpg?itok=j6qAeXaD
Amway India strengthens its Nutrition portfolio; Launches Nutrilite Cal Mag D Plus

MUMBAI: Amway India, the country’s largest FMCG direct selling company, announced the launch of the enhanced version of the calcium supplement - Nutrilite Cal Mag D Plus. Coming from the [ii]world’s #1 selling vitamin and dietary supplements brand- Nutrilite, the new calcium supplement provides...

MAM Marketing MAM
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/07/18/umumba.jpg?itok=p8sISd4A
U Mumba ropes in 6 sponsors, 3 partners for Pro Kabaddi League 7

MUMBAI: U Mumba, the franchise owned by U Sports which is helmed by Ronnie Screwvala and Supratik Sen, got 6 sponsors and 3 partners on board for the upcoming Season 7 of the Pro Kabaddi League that starts on 20 July. While a few brands have been associated with U Mumba in prior seasons as well, a...

MAM Media and Advertising Sponsorship

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories