Campaign details

Advertiser: The Times of India
Brand: The Times of India
Agency: FCBulka Gurgaon
Country: India


Creative work

A revolution that would give birth to a new Sindoor-Khela where 'No Conditions Apply', transforming a 400-year-old tradition of division into one of acceptance, where all women, not just married women, are invited to celebrate the power of Goddess Durga.

We brought our revolution to life in five clear steps:

Step 1. A new symbol of sisterhood: We transformed the patriarchal single red dot of sindoor, representing marital pride, into two dots. This new symbol of sisterhood became a rallying cry online and offline for an inclusive Sindoor-Khela. Every woman could adopt this uniquely Indian symbol and become part of a national sisterhood.