The Times of India has released a new campaign created by FCB Ulka India called #NoConditionsApply that looks to change the 400-year-old from one of the division to one of inclusion.
During this custom, married women come together to celebrate their marital status, while others – namely single women, divorcees, and widows, as well as the gay and transgender community – are forced to look on, uninvited.
According to the release:
#NoConditionsApply creates a newly inclusive Shindoor Khela: narrated by various unmarried women from the community, the film presents the point-of-view of these onlookers and gives them a voice for change. This new celebration embraces all women, regardless of background or social identity, to transform the long-held tradition of division into a tradition of sisterhood.
Client: Times of India
Creative Agency: FCB Ulka
Creative Partner: Fred Levron
Chief Creative Officer: Swati Bhattacharya
National Creative Director: Surjo Dutt
Creative Team: Shailesh Khandeparker, Romit Nair, Donovan D’souza, Arijit Gupta, Arijit Sengupta, Abhijeet Ray, Anusheela Saha, SV Srinath, Gayatri Sriram, Ranit Mukherjee, Aurdhendu Banerji
Account Management: M N Damodaran, Vineeta Arora
Planning Team: John Thangaraj
Director (of the TVC): Amit Roy
Producers: Kirk Dias, Ramel George
Production House: The Bakery Films
Here is another spot from a month back.