案例简介：概要 《印度时报》是印度发行量最大的日报。然而，在孟加拉，电讯报统治着这个国家。为了赢得这场报纸战争，《印度时报》需要作为一个民族与孟加拉人联系，而不仅仅是读者，并在他们的文化中嵌入 “没有条件” 的信息。我们确定了传达这一信息的 400 年悠久传统 -- 每年，3500万名孟加拉妇女聚集在一起庆祝 “辛诺门 · 克哈拉” (朱砂游戏) 一个古老的仪式，重申他们的女性身份。但是这次杜尔加女神的全国庆祝活动有一个很大的条件: 没有单身女性、离婚者、寡妇、 LGBTQ; 它只留给已婚人士。而所有其他 “被禁止” 的女人都在看，不请自来，不被接受。我们的目标: 将这一 400 年的拒绝传统转变为接受传统，帮助印度时代在全国和地方成为无可争议的领导者。 战略 为了改变几个世纪的传统，我们知道普通的规则不适用。数据收集只是报告不平等不是答案。我们需要通过激发妇女走向包容性的热潮来仔细质疑传统的核心。为了实现这一目标，我们的策略是四个方面: 1。我们创造了一个独特的印度象征，每个女性都可以采用，并成为国家姐妹情谊的一部分。2。我们与寡妇、变性者和 LGBTQ 等少数民族社区的领导人合作，发行了一部要求接受的数字电影。3.我们与加尔各答最大的寺庙携手，邀请 “被禁止的” 妇女参加辛门 · 克哈拉。4。最后，为了在所有性别和世代之间传播我们的信息，我们聘请了大力倡导女权主义的名人。这导致了前所未有的嗡嗡声，以及在线和离线平等需求的自发高涨。 相关性 Sindoor Khela 是一个 400 年的女性节日，只为已婚女性保留。每年，3500万名妇女唱歌跳舞庆祝这个节日，而未婚妇女则在一旁观看。我们与加尔各答最大的寺庙捆绑在一起，organised 了有史以来第一个包容性的 Sindoor Khela。随着响亮的鼓声响起，成千上万的寡妇、变性者、 LGBTQ 和性工作者聚集在一起，一起经历了一场充满爱、眼泪和笑声的快乐革命。通过改变一个古老的宗教仪式，我们点燃了一场全国性的辩论，导致 300万个故事在社交媒体上分享。 结果 我们的紫红色波浪势不可挡。在短短 4 周内，我们在赚得的媒体上赚了 912,335 美元，达到了 7.08亿人，成为社交媒体上的头号热门话题，有 300万条评论，成千上万的女性和男性自拍成千上万的神和神人的国家,变化并不总是受欢迎的，但是当 “辛门 · 克哈拉” 的日子到来时，加尔各答的街道上出现了一个前所未有的景象。我们的运动成功地打破了一个 400 年的父权制传统，50 多个寺庙协会向所有妇女敞开了大门。历史上第一次，单身、已婚、丧偶、变性人和妓女加入 “辛门 · 克拉”。最终，在寻找文化相关性的过程中，《印度时报》成为加尔各答的头号报纸，甚至击败了当地最受欢迎的报纸 -- 《每日电讯报》，这是 10 年来的第一次。 执行 我们与加尔各答最大的寺庙携手组织了一个包容性的 Sindoor Khela。特别的 2 点邀请被发送给所有被禁止参与的女性。由少数民族社区领导人创作的大满贯诗歌在社交媒体上直播，并敦促每个女性加入进来。Facebook 上有针对性的消息邀请这些社区的成员出来玩。2017年9月29日，Tridhara temple 接待了变性人、性工作者、寡妇和 LGBTQ，他们中的每一个人都受到欢迎。随着鼓的敲打，姐妹情谊又唱又跳，没有任何条件或偏见。名人来了，和他们跳舞，以示支持。一场快乐的革命占领了加尔各答市。 活动描述 辛门，是印度古代婚姻骄傲的象征。在宗教活动中，这个神圣的象征决定了谁被接受，谁被拒绝。今天，这一罪恶已经成为已婚和未婚之间不平等的象征。我们把这个单一的点，一个分裂的符号，变成了两个点，一个新的姐妹情谊的象征。这两个点是在 Sindoor Khela，一个已婚妇女聚集在一起庆祝的全国性节日。这个女人的节日是禁止未婚的。2 点符号被用来邀请所有女性; 已婚和未婚，去加尔各答最大的寺庙参加 Sindoor Khela。2017年9月，一个由变性者、寡妇、离婚者、性工作者和已婚妇女组成的姐妹会聚集在一起庆祝 400 年来第一次辛门 · 克哈拉。

案例简介：Synopsis Times of India is the largest circulated daily newspaper in India. However, in Bengal the Telegraph ruled the roost. To win this newspaper war, Times of India needed to connect with Bengalis as a people, not just readers & embed its message of ‘No Conditions apply’ within their culture. We identified a 400-year long-standing tradition to deliver that message - Every year, 35 million Bengali women come together in celebration to play “Sindoor Khela” (the vermillion game) - an ancient ritual which reaffirms their womanhood. But this national celebration of Goddess Durga comes with one big condition: No single women, divorcees, widows, LGBTQ; It is reserved only for the married. while all the other “forbidden” women look on, uninvited and unaccepted. Our Objective: Change this 400-year old tradition of rejection into a tradition of acceptance to help Times of India emerge as an undisputed leader nationally & locally. Strategy To change centuries of tradition, we knew ordinary rules wouldn’t apply. Data gathering to just report inequalities was not the answer. We needed to carefully question the core of the tradition by inspiring a groundswell of women towards inclusivity. To achieve this, our strategy was four pronged: 1. We created a uniquely Indian symbol, that every woman could adopt, and become part of a national sisterhood. 2. We partnered with leaders of minority communities like widows, transgenders, and LGBTQ, to release a digital film demanding for acceptance. 3. We joined hands with the biggest temple in Calcutta and invited the “forbidden” women to attend Sindoor Khela. 4. Lastly, to spread our message across all genders & generations we engaged celebrities who were loud advocates of feminism. This led to unprecedented buzz and a spontaneous upsurge of demands for equality - both online and offline. Relevancy Sindoor Khela is a 400 year old festival of womanhood that is reserved only for married women. Every year, 35 million women sing and dance to celebrate the festival, while unmarried women watch from the sidelines. We tied up with the biggest temple in Calcutta, and organised the first ever inclusive Sindoor Khela. To the beating of loud drums, thousands of widows, transgenders, LGBTQ, and sex workers came together in a joyful revolution of love, tears and laughter. By transforming an ancient religious ritual, we ignited a national debate that resulted in 3 million stories shared on social media. Outcome Our vermillion wave was unstoppable. In just 4 weeks we clocked in USD 912,335 in earned media & reached 708 million people becoming a No.1 trending topic on social media with 3 million comments & thousands of 2 dot selfies from women & men In a country of thousands of Gods and Godmen, change is not always welcome but when the day of “Sindoor Khela” arrived, a sight never seen before unfolded on the streets of Calcutta. Our campaign successfully broke a 400-year old patriarchal tradition where over 50 temple societies opened their doors to all women. For the first time in history, single, married, widowed, transgender and prostitutes joined in to participate in “Sindoor Khela”. Ultimately, in the process of finding cultural relevance, Times of India became the No.1 newspaper in Calcutta, beating even the local favourite – The Telegraph for the first time in 10 years. Execution We joined hands with the biggest temple in Calcutta to organise an inclusive Sindoor Khela. Special 2 dot invites were sent to all the women who’re forbidden from participating. A slam poetry penned by leaders of minority communities went live on social media, and urged every woman to join in. Targeted messaging on Facebook invited members from these communities to come out and play. On 29th September 2017, the Tridhara temple received transgenders, sex – workers, widows and LGBTQ, and every single one of them was welcome. To the beating of the drums, the sisterhood sang and danced, sans any conditions or prejudices. Celebrities came and danced with them, in a show of support. And a joyful revolution took over the city of Calcutta. CampaignDescription Sindoor, is an ancient Indian symbol of marital pride. During religious events, 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 introduced during Sindoor Khela, a national festival where married women come together to celebrate. This festival of womanhood is forbidden for the unmarried. The 2 dot symbol was used to invite all women; married and unmarried, to attend Sindoor Khela in the biggest temple of Calcutta. In September 2017, a sisterhood of transgenders, widows, divorcees, sex workers, and married women, came together to celebrate Sindoor Khela, for the first time in 400 years.

无条件适用 | Sindoor Khela - No Conditions Apply

案例简介：概要 《印度时报》是印度发行量最大的日报。然而，在孟加拉，电讯报统治着这个国家。为了赢得这场报纸战争，《印度时报》需要作为一个民族与孟加拉人联系，而不仅仅是读者，并在他们的文化中嵌入 “没有条件” 的信息。我们确定了传达这一信息的 400 年悠久传统 -- 每年，3500万名孟加拉妇女聚集在一起庆祝 “辛诺门 · 克哈拉” (朱砂游戏) 一个古老的仪式，重申他们的女性身份。但是这次杜尔加女神的全国庆祝活动有一个很大的条件: 没有单身女性、离婚者、寡妇、 LGBTQ; 它只留给已婚人士。而所有其他 “被禁止” 的女人都在看，不请自来，不被接受。我们的目标: 将这一 400 年的拒绝传统转变为接受传统，帮助印度时代在全国和地方成为无可争议的领导者。 战略 为了改变几个世纪的传统，我们知道普通的规则不适用。数据收集只是报告不平等不是答案。我们需要通过激发妇女走向包容性的热潮来仔细质疑传统的核心。为了实现这一目标，我们的策略是四个方面: 1。我们创造了一个独特的印度象征，每个女性都可以采用，并成为国家姐妹情谊的一部分。2。我们与寡妇、变性者和 LGBTQ 等少数民族社区的领导人合作，发行了一部要求接受的数字电影。3.我们与加尔各答最大的寺庙携手，邀请 “被禁止的” 妇女参加辛门 · 克哈拉。4。最后，为了在所有性别和世代之间传播我们的信息，我们聘请了大力倡导女权主义的名人。这导致了前所未有的嗡嗡声，以及在线和离线平等需求的自发高涨。 相关性 Sindoor Khela 是一个 400 年的女性节日，只为已婚女性保留。每年，3500万名妇女唱歌跳舞庆祝这个节日，而未婚妇女则在一旁观看。我们与加尔各答最大的寺庙捆绑在一起，organised 了有史以来第一个包容性的 Sindoor Khela。随着响亮的鼓声响起，成千上万的寡妇、变性者、 LGBTQ 和性工作者聚集在一起，一起经历了一场充满爱、眼泪和笑声的快乐革命。通过改变一个古老的宗教仪式，我们点燃了一场全国性的辩论，导致 300万个故事在社交媒体上分享。 结果 我们的紫红色波浪势不可挡。在短短 4 周内，我们在赚得的媒体上赚了 912,335 美元，达到了 7.08亿人，成为社交媒体上的头号热门话题，有 300万条评论，成千上万的女性和男性自拍成千上万的神和神人的国家,变化并不总是受欢迎的，但是当 “辛门 · 克哈拉” 的日子到来时，加尔各答的街道上出现了一个前所未有的景象。我们的运动成功地打破了一个 400 年的父权制传统，50 多个寺庙协会向所有妇女敞开了大门。历史上第一次，单身、已婚、丧偶、变性人和妓女加入 “辛门 · 克拉”。最终，在寻找文化相关性的过程中，《印度时报》成为加尔各答的头号报纸，甚至击败了当地最受欢迎的报纸 -- 《每日电讯报》，这是 10 年来的第一次。 执行 我们与加尔各答最大的寺庙携手组织了一个包容性的 Sindoor Khela。特别的 2 点邀请被发送给所有被禁止参与的女性。由少数民族社区领导人创作的大满贯诗歌在社交媒体上直播，并敦促每个女性加入进来。Facebook 上有针对性的消息邀请这些社区的成员出来玩。2017年9月29日，Tridhara temple 接待了变性人、性工作者、寡妇和 LGBTQ，他们中的每一个人都受到欢迎。随着鼓的敲打，姐妹情谊又唱又跳，没有任何条件或偏见。名人来了，和他们跳舞，以示支持。一场快乐的革命占领了加尔各答市。 活动描述 辛门，是印度古代婚姻骄傲的象征。在宗教活动中，这个神圣的象征决定了谁被接受，谁被拒绝。今天，这一罪恶已经成为已婚和未婚之间不平等的象征。我们把这个单一的点，一个分裂的符号，变成了两个点，一个新的姐妹情谊的象征。这两个点是在 Sindoor Khela，一个已婚妇女聚集在一起庆祝的全国性节日。这个女人的节日是禁止未婚的。2 点符号被用来邀请所有女性; 已婚和未婚，去加尔各答最大的寺庙参加 Sindoor Khela。2017年9月，一个由变性者、寡妇、离婚者、性工作者和已婚妇女组成的姐妹会聚集在一起庆祝 400 年来第一次辛门 · 克哈拉。

无条件适用 | Sindoor Khela - No Conditions Apply

案例简介：Synopsis Times of India is the largest circulated daily newspaper in India. However, in Bengal the Telegraph ruled the roost. To win this newspaper war, Times of India needed to connect with Bengalis as a people, not just readers & embed its message of ‘No Conditions apply’ within their culture. We identified a 400-year long-standing tradition to deliver that message - Every year, 35 million Bengali women come together in celebration to play “Sindoor Khela” (the vermillion game) - an ancient ritual which reaffirms their womanhood. But this national celebration of Goddess Durga comes with one big condition: No single women, divorcees, widows, LGBTQ; It is reserved only for the married. while all the other “forbidden” women look on, uninvited and unaccepted. Our Objective: Change this 400-year old tradition of rejection into a tradition of acceptance to help Times of India emerge as an undisputed leader nationally & locally. Strategy To change centuries of tradition, we knew ordinary rules wouldn’t apply. Data gathering to just report inequalities was not the answer. We needed to carefully question the core of the tradition by inspiring a groundswell of women towards inclusivity. To achieve this, our strategy was four pronged: 1. We created a uniquely Indian symbol, that every woman could adopt, and become part of a national sisterhood. 2. We partnered with leaders of minority communities like widows, transgenders, and LGBTQ, to release a digital film demanding for acceptance. 3. We joined hands with the biggest temple in Calcutta and invited the “forbidden” women to attend Sindoor Khela. 4. Lastly, to spread our message across all genders & generations we engaged celebrities who were loud advocates of feminism. This led to unprecedented buzz and a spontaneous upsurge of demands for equality - both online and offline. Relevancy Sindoor Khela is a 400 year old festival of womanhood that is reserved only for married women. Every year, 35 million women sing and dance to celebrate the festival, while unmarried women watch from the sidelines. We tied up with the biggest temple in Calcutta, and organised the first ever inclusive Sindoor Khela. To the beating of loud drums, thousands of widows, transgenders, LGBTQ, and sex workers came together in a joyful revolution of love, tears and laughter. By transforming an ancient religious ritual, we ignited a national debate that resulted in 3 million stories shared on social media. Outcome Our vermillion wave was unstoppable. In just 4 weeks we clocked in USD 912,335 in earned media & reached 708 million people becoming a No.1 trending topic on social media with 3 million comments & thousands of 2 dot selfies from women & men In a country of thousands of Gods and Godmen, change is not always welcome but when the day of “Sindoor Khela” arrived, a sight never seen before unfolded on the streets of Calcutta. Our campaign successfully broke a 400-year old patriarchal tradition where over 50 temple societies opened their doors to all women. For the first time in history, single, married, widowed, transgender and prostitutes joined in to participate in “Sindoor Khela”. Ultimately, in the process of finding cultural relevance, Times of India became the No.1 newspaper in Calcutta, beating even the local favourite – The Telegraph for the first time in 10 years. Execution We joined hands with the biggest temple in Calcutta to organise an inclusive Sindoor Khela. Special 2 dot invites were sent to all the women who’re forbidden from participating. A slam poetry penned by leaders of minority communities went live on social media, and urged every woman to join in. Targeted messaging on Facebook invited members from these communities to come out and play. On 29th September 2017, the Tridhara temple received transgenders, sex – workers, widows and LGBTQ, and every single one of them was welcome. To the beating of the drums, the sisterhood sang and danced, sans any conditions or prejudices. Celebrities came and danced with them, in a show of support. And a joyful revolution took over the city of Calcutta. CampaignDescription Sindoor, is an ancient Indian symbol of marital pride. During religious events, 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 introduced during Sindoor Khela, a national festival where married women come together to celebrate. This festival of womanhood is forbidden for the unmarried. The 2 dot symbol was used to invite all women; married and unmarried, to attend Sindoor Khela in the biggest temple of Calcutta. In September 2017, a sisterhood of transgenders, widows, divorcees, sex workers, and married women, came together to celebrate Sindoor Khela, for the first time in 400 years.

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无条件适用 | Sindoor Khela - No Conditions Apply

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