TitleSindoor khela - no conditions apply
BriefThe vermillion dot on a bride’s forehead is a symbol of marital pride. In our religious society, only a woman wearing sindoor, is considered auspicious.During rituals and traditions, this sacred symbol dictates who’s accepted, and who’s rejected. Today, this sindoor has become a symbol of inequality between the married and the unmarried.We transformed this single dot, a symbol that divides, into 2 dots, a new symbol of sisterhood. The 2 dots were used to ambush Sindoor Khela, a festival reserved for married women. We changed the divisive festival into one that includes every woman.In September 2017, transgenders, widows, divorcees, sex workers, and married women, came together to celebrate Sindoor Khela, for the first time in 400 years.
Agency
Campaign #NoConditionsApply
Advertiser The Times of India
Brand The Times of India

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PostedMay 2018
Business SectorSubscribers Only
StorySubscribers Only
Media Type Web Film
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Creative Partner F..d L...on Subscribers Only
Chief Creative Officer S...i Bha......rya Subscribers Only
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Creative Digital Director G....ri S...am Subscribers Only
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Art Director Sh....sh Kha......kar Subscribers Only
Senior Brand Executive Vi....ha K....ri Subscribers Only

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