The Times of India is the largest circulated daily newspaper in India. However, in the state of West Bengal & its capital Kolkata, the Telegraph has ruled the roost for many years. The Times of India was seen as a Delhi-based outsider. To win in Kolkata, The Times of India needed to connect with Bengalis as a people. Its radical message of Sindoor-Khela “No Conditions Apply” achieved this in dramatic style.

Every year millions of Bengali women come together in song and celebration to play Sindoor-Khela - an ancient ritual which reaffirms their womanhood. But this celebration of the Goddess Durga comes with one big condition – no unmarried women, divorcees, widows or LGBTQ are welcome. It is reserved exclusively for the married, while all other “forbidden” women are excluded - marginalized and rejected.

In 2017, our campaign for The Times of India successfully broke this 400-year old tradition of division turning it into one of acceptance - where all women, not just married women are invited to celebrate the power of Goddess Durga.

In this way, Sindoor-Khela “No Conditions Apply” rewrote history:

For Women

More than 100 temples opened their doors to ALL women to come play Sindoor-Khela in 2017 and 2018.

It started with the largest temple in Kolkata opening its doors, but as media attention and women’s participation in the campaign grew, 50 more temples then agreed to take part. In 2018, because of the success of our campaign in 2017, 60 more temples joined in.

However, the impact of our campaign reached even wider, sparking discourse around inclusivity across the nation and emboldening women to rise and fight for their rights beyond the borders of West Bengal.

Sindoor-Khela “No Conditions Apply” also sparked global interest, winning the Gold Glass Lion for Change at Cannes, 2018 and more than 40 awards including Campaigns for Good Awards & the prestigious Population First ,Laddli, Award.

For The Times of India

For the first time, The Times of India disputed leadership in Kolkata with The Telegraph to become the #1 English newspaper in Kolkata.

Winning the Readership War

Times of India share of readership versus The Telegraph in Kolkata increased significantly jumping from an average of 38% in 2009-2014 to 50% in 2017-2019.

Growing Ad Revenues in a Declining Market

Before our campaign, advertising revenues in Kolkata for The Times of India were declining. After our campaign, advertising revenues in Kolkata for The Times of India bucked the industry trend and have grown two years consecutively.

This is a massive achievement in India’s most culturally partisan city. Sindoor-Khela “No Conditions Apply” proved to Kolkata that The Times of India was not just a ‘national’ newspaper, but a truly Bengali one.

By taking a stand brought alive through our campaign, The Times of India re-established a fundamental truth – we, the people, are stronger when we stand together. And when we stand together, anything – even overturning 400-year old traditions – is possible.

Transforming a 400-year old tradition would require nothing less than a revolution.

First, we transformed the red patriarchal dot of sindoor that represents marital pride into 2 dots. This was introduced to Indian women by top Bollywood actor Vidya Balan & became a rallying cry online and offline for an inclusive Sindoor-Khela.

20 celebrities & vocal feminists followed such as Taapsee Pannu and Dr. Manobi, the first Indian transgender doctorate. Influencers endorsed the movement online, leading to a groundswell from fans across India.

Leaders of minority communities were also roped in to demand acceptance via a slam poetry film on social media.

Lastly, a partnership with the biggest temple in Kolkata, made it possible for us to organize the first ever inclusive Sindoor-Khela. This was filmed and released on Facebook and YouTube after which over 100 temples across the nation pledged to celebrate an inclusive Sindoor-Khela in 2017, and 2018.