Nanhi Kali is a not-for-profit organization with the aim of providing primary education to underprivileged girls in India.

The major challenge that the brand was facing was to tackle the deep-rooted gender bias among the Indian people which stops them from educating the girl child.

Ministry of Human Resources data, based shows that only 33% girls are allowed to study till class XII and the majority of women in Indian society are the least powerful and stay uneducated. They are not only violated in the name of religion or gender but many times aren’t even allowed to avail

the basic rights.

The core objective of the campaign was to drive donations towards the education of underprivileged girls and raise awareness about how educated women help society.

Chess originated in India in the 6th Century and as we know ‘Queen’ plays a vital role in the game of chess, but till date, unfortunately in the Indian society the ‘Queens’ (Women)are the least powerful. Ministry of Human Resources data, based shows that only 33% girls are allowed to study till class XII and the majority of women in Indian society are the least powerful and stay uneducated.

Keeping this insight in mind, we introduced the world’s first chess game with a powerless queen wherein the visitor/players played with a powerless queen (no moves allowed) against the computer which had a powerful queen. This was rolled out as a #PowerlessQueen challenge online and offline across India challenging people to try and win. As people lost, we prompted them to share the message and also donate to the cause so that they can empower a girl child with education. The idea showcased how difficult it is to win in chess and as a metaphor in society as well when the queen (woman) is a powerless one.

We introduced the world’s first chess game with a powerless queen where the visitors/players played with a powerless queen (no moves allowed) against the computer which had a powerful queen. This was rolled out as a #PowerlessQueen challenge online and offline

across India, challenging people to try and win. As people lost, we prompted them to share the message and also donate to the cause of girl child education so as to empower them.

The idea showcased how difficult it is to win in chess and as a metaphor in society as well when the queen is a powerless one. Hence proving how societies cannot win if its queens (women) are not empowered.

52,000+ Game Plays on mobile website & 15000+ App downloads

Donations of 40,000 hours of education for underprivileged girls

Earned Media worth 118 Million INR

1.1 Million Views on video

300 Million Organic Impressions with India's national TV channel DD news covering it along with NDTV.

Organic endorsements by International Chess Grandmasters

World Rapid Chess Champion 'Vishwanathan Anand', Hungarian Woman Grandmaster ''Anna Rudolf', Hungarian Woman Grandmaster and Ambassador of Chess and Education & UN Planet 50-50 Champion 'Judit Polgar'

Two-time United States Women's Champion 'Jennifer Shahade'

Four-time Dutch Chess Champion 'Anish Giri'

Five-time Danish Chess Champion and current coach to World number one Magnus Carlsen, 'Peter Heine Nielsen'

School students participated in a Powerless Queen Challenge organized by The Chess School of India, The Coach Crew and chess club in France. Powerless Queen will soon be rolled out as gender-equality teaching tool across schools in India

Chess originated in India in the 6th Century and as we know ‘Queen’ plays a vital role in the game of chess, but till date, unfortunately in the Indian society the ‘Queens’ are the least powerful.

They are not allowed their basic right to education which leads to them being powerless. Ministry of Human Resources data, based shows that only 33% girls are allowed to study till class XII and majority of women in Indian society are the least powerful and stay uneducated. They are not only violated in the name of religion or gender but many times aren’t even allowed to avail the basic rights.

Keeping the same in mind and with an aim to throw light on how a society would fail or fails if the ‘Queen’ is powerless we launched ‘Powerless Queen’, an online chess game which was a way to highlight the plight of Indian women