TOI unveils third edition of #NoConditionsApply – Sindoor Khela

09 Sep,2019

By A Correspondent


Two years ago, The Times of India reinterpreted a 400-year-old tradition with the award-winning campaign #NoConditionsApply – Sindoor Khela. Conceptualised to promote gender equity, the campaign calls attention to the issue of inclusion of women in celebrations and combats the discrimination that they face in terms of their caste, creed, marital status, sexual orientation etc. In its third year, #NoConditionsApply – Sindoor Khela initiative aims to reach the corners of the nation and beyond spreading this message of inclusive celebration that celebrates the womanhood sans any discrimination based on labels and societal barriers.


Commenting on the launch, Sanjeev Bhargava, Director, Brand TOI, said: “The #NoConditionsApply – Sindoor Khela campaign is extremely special to all of us, owing to the change that it has fostered across the various communities in India. While it is contextualized to a Bengali cultural event, the message of inclusive celebration and sisterhood resonates with everyone. We have always left no stone unturned in spreading the message across the various strata of society. Our success lies not in the awards that this campaign has garnered but in the fact that the initiative has grown from strength to strength and is rapidly becoming a symbol of inclusiveness.  We are grateful for the overwhelming response we have received from women across the country who have shared their celebrations with us. The fact that it is back for the third time is testament to the widespread movement that the campaign is now. I thank everyone who has supported us in making the change happen.”


Speaking about the campaign, Swati Bhattacharya, Chief Creative Officer, FCB Ulka added: “This piece of work has been a big emotional milestone for me personally. This bloodless coup of a campaign shows the world that joy love friendship and beauty can help break down walls an inclusive Sindoor Khela shows us that sisterhood is one of biggest ideas that can change the world we live in.”



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