MAM

TOI’s #NoConditionsApply campaign wins big at Cannes Lions 2018

#NoConditionsApply was the most trending campaign on social media when it was launched

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/06/26/Untitled-1.jpg?itok=kmjQpP-2

MUMBAI: Times of India recently won four honours at Cannes Lions International Festival of Creativity for its campaign #NoConditionsApply that was launched in 2017 to shed light on the disparity with the female gender in modern society.

It focussed on Shindoor Khela, a 400 year old traditional followed in the Bengali culture where on the 10th day of Durga Pujo, married women would celebrate sisterhood by applying vermilion on each other. As a part of the campaign TOI joined hands with Tridhara Sammilani, one of the prestigious Durga Pujo organisers in Kolkata, to host an all-inclusive Shindoor Khela celebration. 

#NoConditionsApply was conceptualised by FCB Ulka India and created a wave across digital and social media transcending the boundaries of caste and culture becoming a national force which voiced the same message social inclusion for all women. The celebration was captured as a shot film by Bakery Film Productions and the communication amplification was managed by Moe’s Art.

The campaign that sparked a revolution has received the top honour at Cannes Lions 2018 by winning a gold Lion in Glass, The Lion for Change category that celebrates culture shifting creativity. It has also won a gold Lion in Direct Lions: Excellence in Single Country. The campaign also picked up two bronze Lions one in Direct Lions, excellence in Low budget/high impact campaign and marketing category another in brand experience and activation Lions.

TOI brand director Sanjeev Bhargava said, “When it comes to campaigns for social good, usually communication provokes action by a thoughtful spotlighting of the issue. The #NoConditionsApply Shindoor Khela campaign went a little further and there lies the power of the idea. This realisation and its amplification by simply inviting the marginalised sections of society to participate equally in the festival and investing a new symbol of womanhood with the two dots created an emotional significance in Bengali society that women are an absolute entity and not dependent on their male counterparts for either validation or special privileges.”

“While the initiative started off with one Puja Pandal in the city, the amplification of the initiative in various media has brought us a tremendous response and going forward, we intend to spread what is likely to snowball into a movement to multiple festivities all over the country and help establish a strong symbol of gender equality with our brand of newspaper reiterating its influence as a change maker in the country,” he added

FCB Ulka India national creative head Swati Bhattacharya said, “I’m absolutely overjoyed with the success of the campaign at Cannes, but more so, with the fact that there were so many women from the world over, who resonated with the campaign. In a world, which is full of rage and anger, this women’s movement is born out of love, joy, friendship and dancing. This initiative doesn’t turn to men either to make them change their mind or to recalibrate their views of women. This campaign was accepted as the movement owned and led by the women. This reaffirms our belief that we can improve things for ourselves if we come together as one – as sisters.”

#NoConditionsApply was the most trending campaign on social media and had a reach of over 20 million when it was launched.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/motilal.jpg?itok=jh5HcVAv
Motilal Oswal launches new campaign ‘If you keep looking backwards, you can't move forward’

MUMBAI: Motilal Oswal Asset Management Company (MOAMC) has come out with a new digital campaign, further strengthening its position as an equity investing expert. The underlying theme of the campaign is based on observed behavior wherein investors keep analysing past performance to decide on future...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/myntra.jpg?itok=VMRACg8O
Myntra accelerates digital transformation journey with Microsoft Cloud

MUMBAI: Myntra, one of the leading destinations for fashion and lifestyle, has partnered with Microsoft to accelerate its digital transformation and offer an unmatched experience to its customers. Leveraging Microsoft Azure, Myntra is focused on innovation, speed, and agility to strengthen its...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/kids.jpg?itok=sZp5EnbI
The Next station for One Take Media Co. is Marathi Kids

MUMBAI: India is a land of diversity. We are diverse in our cultures, traditions and languages and yet we believe in Unity in Diversity. We are perhaps the richest country in the world, in terms of spoken languages. Exhibiting a baffling range of linguistic diversity, India is a home to many. The...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/dia.jpg?itok=z4vLBaCP
Sula Vineyards Launches India’s first wine in a can Dia Sparkler

MUMBAI: Sula Vineyards, India’s largest and most awarded winery, is taking its brand ethos of innovation one step further with the launch of India’s first Wine-In-A-Can – Dia Sparkler, in an attractive can design and in two variants of red and white wine.  

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/soda.jpg?itok=jLwv3v0E
McDowell’s No1 Soda all set to enable yaars to celebrate and create music at No1 Yaari Jam Pads

MUMBAI: Over the years, McDowell’s No1 Soda has always brought alive the essence of friendship & Yaari through its unique experiences that were expressed through music as a form of expression. Through its No1 Yaari Jam Originals, the brand brought together celebrity musicians to bond,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/beluga.jpg?itok=JdPgLjp0
Beluga Signature bartender program 2020: It is all about balance

MUMBAI: For the fifth year running, a luxury Russian vodka brand – Beluga - announces long-awaited launch of their annual international bartending program Beluga Signature. This multistage on-trade initiative encompasses an exclusive pop-up Bartending School and creative competition across seven...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/deepak.jpg?itok=mwTjW8Lf
InsuranceDekho appoints insurance stalwart Deepak Sood as a Non – Executive Director

MUMBAI: InsuranceDekho announces appointment of Mr. Deepak Sood as a Non-Executive Director in the board of directors of the Company. With Deepak’s vast experience in the insurance space, he adds to InsuranceDekho’s ability to grow at a much faster pace. At InsuranceDekho, Deepak will be involved...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/publicis.jpg?itok=xq0v9WmB
Publicis India to manage integrated communications mandate of UPES

MUMBAI: Publicis India has won the integrated communications mandate of UPES, a multi-disciplinary and specialisation-focused university. The agency would be providing full-service responsibilities including advertising, strategy, experiential, and other suitable offerings. The account will be...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/himalaya.jpg?itok=pCOGpXWZ
Himalaya Baby Care launches Gentle Baby Laundry Wash-A Liquid laundry wash for baby clothes

MUMBAI: The Himalaya Drug Company, India’s leading homegrown wellness brand, launches ‘Gentle Baby Laundry Wash’ specially formulated for baby clothes. Infused with naturally derived cleansing agents and herbs with antibacterial properties, it effectively helps kill up to 99.9%* of germs. Parents...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories