On the International Women’s Day last year, Nanhi Kali and WAT Consult, part of Dentsu Aegis Network has launched a social media campaign called “PowerlessQueen” with a core objective of raising donations for Project Nanhi Kali that helps to educate underprivileged girls, and spreading awareness about the game of chess. “Queen” is the most powerful piece in the game of Chess, which was originated in India during the 6th Century. The campaign highlights how this powerful queen turned powerless, violated and underestimated in 21st century India.
The campaign features, Tania Sachdev, an Indian Chess Player holding many master titles explaining how 21st century India fail to empower women. She urges to take up a challenge by playing a digital version of chess on their microsite wherein the first player’s queen is “powerless” (doesn’t move) and the second player has full power. People can take up the challenge and donate to Project Nanhi Kali. The campaign grabbed the attention of many renowned chess players including Anna Rudolf, Viswanathan Anand, Jennifer Shahede, Anish Giri and many others. Within a couple of days, the campaign managed to collect 40,000 hours of donation for education and 32k games played.
2. FlagWithoutColours by MP Birla Cement
We Indians take extreme pride in hosting our national flag. Indians are moved with emotions when the national flag unfurled on special events like the Republic Day or Independence Day. But unfortunately, visually challenged children cannot see the beautiful colours of our flag. For them to experience the national flag, MP Birla Cement came up with the concept of Flag without colours”. A flag was made by cement that explains the flag colour and meaning behind the flag through Braille Markings.
Conceptualized by Ogilvy Kolkata, under the #FlagWithoutColours campaign the Braille marked flag was given to several blind schools across the country letting students understand and take part in the complete celebrations of 70th Anniversary on the Republic Day of India. The campaign film captures the experience of students of Seva Mandir School, Indore – an institute that received the “Flag Without Colours”. Sandip Ghose from MP Birla Cement says – This is a small endeavour on our part to make the celebrations of the Republic Day more inclusive and carry the message of the National Flag to a wider cross-section of our young citizens.
3. GoodNewsIsGenderFree By Prega News
Prega News, the most trusted company that provides HCG Pregnancy Detection Kit has come with a brilliant social media campaign titled #GoodNewsIsGenderFree on this International Mother’s Day. The campaign focuses on breaking the issue of gender inequality, which is a pertinent issue across the world. The issue is far more complex in India, wherein the choice of having a boy over a girl is hindering the nation’s growth.
Conceptualized by ADK Fortune, this campaign hopes to bring change in people’s outlook. The campaign urges people to wish for a healthy child, irrespective of the child’s gender. This initiative captures a film wherein a progressive mother-in-law is hoping for a healthy child without being gender biased. The brand is also requesting people to take up the poll “what’s important when it comes to your baby” – Gender or Health? and join the conversation.
P&G Shiksha, a CRS Program of P&G India has launched a social media campaign titled #Don’t Let Dreams Wait that features a 75-year-old man Bittu, who joins the school to fulfil his dream of getting an education. P&G Shikha through the story of Bittu conveys that learning has no age limits. Conceptualized by Leo Burnett, the film is launched across YouTube, Facebook, Twitter, Instagram, and other social media platforms.
The campaign film is inspired by a true story of a man “Bittu” who grew up in a village without schools and got an opportunity to attend the school at the age of 75. Over a decade, P&G is working towards improving quality education for underprivileged children. By now the brand has supported 1800 schools and 1.4 million children across the nation. Bittu’s story is a simple yet moving instance of the dreams fulfilled by P&G Shiksha through its interventions.
5. KoiYaarNahiFar by HotStar
India’s leading video streaming platform Hotstar this year released a campaign for VIVO IPL 2019 titled #KoiYaarNahiFar. Conceptualized by DDB Mudra Group, the campaign was released in two entertaining TVC format. In the first TVC, you will see an Indian family whose twins are accidentally jinxed to “magnetically repulse” to each other. When VIVO IPL 2019 begins the twin wants to watch the fun together, but sadly they can’t, that’s when Hotstar comes with a social cricket-watching experience, letting these twins enjoy live IPL Cricket together on a single platform. In another film, a superhero is inviting his other superhero friends to watch IPL. But, his friends are busy doing household chores. Finally, Hotstar connects these superheroes under one platform and help them enjoy watching the games with each other.
The objective of this campaign was simply to bring people together in watching VIVO IPL 2019 irrespective of their location. Through the platform, viewers can invite friends and family to Hotstar, watch cricket, and participate in the Watch ‘N Play game together.