The Times Of India Film #NoConditionsApply by FCB Ulka Mumbai

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Industry Newspapers
Media Film
Market India
Agency FCB Ulka Mumbai
Chief Creative Officer Swati Bhattacharya
Creative Anusheela Saha, Abhijeet Dutta Ray, Arijit Gupta, Gayatri Sriram, Ranit Mukherjee, Arijit Sengupta, Shailesh Khandeparker, Romit Nair, Donovan D’souza, SV Srinath, Aurdhendu Banerji
Producer Kirk Dias, Ramel George
Production The Bakery
Released November 2017

Credits & Description

Category: Media
Media: Film
Brand: The Times of India
Agency: FCB
Geo: India
Advertising Agency: FCB Ulka, India
Creative Partner: Fred Levron
Chief Creative Officer: Swati Bhattacharya
National Creative Director: Surjo Dutt
Creative Team: Shailesh Khandeparker, Romit Nair, Donovan D’souza, Arijit Gupta, Arijit Sengupta, Abhijeet Ray, Anusheela Saha, SV Srinath, Gayatri Sriram, Ranit Mukherjee, Aurdhendu Banerji
Account Management: M N Damodaran, Vineeta Arora
Planning Team: John Thangaraj
Director (TVC): Amit Roy
Producers: Kirk Dias, Ramel George
Production House: The Bakery Films
Published: November 2017
FCB Ulka’s #NoConditionsApply campaign for Times of India aims to change the 400-year-old Bengali Hindu ritual of Shindoor Khela from one of division to one of inclusion. During this custom, married women come together to celebrate their marital status, while others – namely single women, divorcees and widows, as well as the gay and transgender community – are forced to look on, uninvited. #NoConditionsApply creates a newly inclusive Shindoor Khela: narrated by various unmarried women from the community, the film presents the point-of-view of these onlookers, and gives them a voice for change. This new celebration embraces all women, regardless of background or social identity, to transform the long-held tradition of division into a tradition of sisterhood.