Abhijeet Ray
Creative Director at FCB India
India
Title#NoConditionsApply
BriefThe vermillion dot or “sindoor” on a bride’s forehead is a symbol of marital pride. During rituals and traditions, it dictates who’s accepted or rejected. But today the sindoor has become a symbol of inequality between the married and the unmarried. The campaign turned the single dot, a symbol that divides, into two dots, a new symbol of sisterhood. It made its debut at Sindoor Khela, a festival reserved for married women. Transgender people, widows, divorcees and sex workers joined married women to celebrate Sindoor Khela together for the first time in 400 years.
Agency
Campaign #NoConditionsApply
Advertiser The Times of India
Brand The Times of India

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PostedNovember 2017
Business SectorSubscribers Only
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Media Type Web Film
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