Times of India Campaign Takes Aim at Hindu Ritual of Shindoor Khela

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.


Diana Gadong

Diana Gadong

Diana is a staff writer based out of Manila.

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