Rick Boost
Oct 9, 2018

How #NoConditionsApply proved authenticity works

FCB India's group chairman believes bravery is key.

Winning several awards, including most recently being presented with Glass ("The Award for Change") at Spikes Asia 2018, #NoConditionsApply has been praised for its bravery. In this video Rohit Ohri, Group Chairman and CEO at FCB India explains how the campaign worked by connecting with an audience authentically.

Produced by FCB Ulka for the Times of India, and focused on promoting tolerance in a culture still riven by longstanding social divisions and gender discrimination, #NoConditionsApply has been noted by many as one of the most emotionally potent campaigns of the last year.

The goal of the campaign was to reconcile the 400-year-old Bengali Hindu ritual of Shindoor Khela with 21st-century values and notions of inclusivity. Though the annual festivities are held with the supposed intent to celebrate women, those who are single, divorced, widowed, or come from a non-cis hetero background are disallowed from taking part. #NoConditionsApply coordinated with these communities and a participating temple to provide a modern alternative version of Shindoor Khela for all women.

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