MAM
TOI’s #NoConditionsApply campaign wins big at Cannes Lions 2018
MUMBAI: Times of India recently won four honours at Cannes Lions International Festival of Creativity for its campaign #NoConditionsApply that was launched in 2017 to shed light on the disparity with the female gender in modern society.
It focussed on Shindoor Khela, a 400 year old traditional followed in the Bengali culture where on the 10th day of Durga Pujo, married women would celebrate sisterhood by applying vermilion on each other. As a part of the campaign TOI joined hands with Tridhara Sammilani, one of the prestigious Durga Pujo organisers in Kolkata, to host an all-inclusive Shindoor Khela celebration.
#NoConditionsApply was conceptualised by FCB Ulka India and created a wave across digital and social media transcending the boundaries of caste and culture becoming a national force which voiced the same message social inclusion for all women. The celebration was captured as a shot film by Bakery Film Productions and the communication amplification was managed by Moe’s Art.
The campaign that sparked a revolution has received the top honour at Cannes Lions 2018 by winning a gold Lion in Glass, The Lion for Change category that celebrates culture shifting creativity. It has also won a gold Lion in Direct Lions: Excellence in Single Country. The campaign also picked up two bronze Lions one in Direct Lions, excellence in Low budget/high impact campaign and marketing category another in brand experience and activation Lions.
TOI brand director Sanjeev Bhargava said, “When it comes to campaigns for social good, usually communication provokes action by a thoughtful spotlighting of the issue. The #NoConditionsApply Shindoor Khela campaign went a little further and there lies the power of the idea. This realisation and its amplification by simply inviting the marginalised sections of society to participate equally in the festival and investing a new symbol of womanhood with the two dots created an emotional significance in Bengali society that women are an absolute entity and not dependent on their male counterparts for either validation or special privileges.”
“While the initiative started off with one Puja Pandal in the city, the amplification of the initiative in various media has brought us a tremendous response and going forward, we intend to spread what is likely to snowball into a movement to multiple festivities all over the country and help establish a strong symbol of gender equality with our brand of newspaper reiterating its influence as a change maker in the country,” he added
FCB Ulka India national creative head Swati Bhattacharya said, “I’m absolutely overjoyed with the success of the campaign at Cannes, but more so, with the fact that there were so many women from the world over, who resonated with the campaign. In a world, which is full of rage and anger, this women’s movement is born out of love, joy, friendship and dancing. This initiative doesn’t turn to men either to make them change their mind or to recalibrate their views of women. This campaign was accepted as the movement owned and led by the women. This reaffirms our belief that we can improve things for ourselves if we come together as one – as sisters.”
#NoConditionsApply was the most trending campaign on social media and had a reach of over 20 million when it was launched.
Brands
Info Edge reshuffles senior roles, Ambrish Singh to 99acres, Bhisham Dhingra to lead Shiksha strategy
Leadership changes at Shiksha and 99acres aim to drive sharper growth focus
MUMBAI: Info Edge (India) Limited has approved an internal reorganisation of its education and real estate verticals, setting the stage for leadership changes aimed at sharpening execution and accelerating growth. The move, cleared by the board on April 14 through a circular resolution, will come into effect from May 1, 2026.
The restructuring impacts the company’s Shiksha and 99acres businesses, two key pillars in its portfolio, and involves role changes for senior management personnel. As part of the reshuffle, Ambrish Kumar Singh, previously executive vice president and head of sales and customer delivery for Shiksha, has been redesignated as executive vice president and head of sales and sales enablement at 99acres. A long-time company leader since 2003, Singh is expected to focus on boosting business performance, strengthening client relationships and building high-performing teams in his new role.
Meanwhile, Bhisham Dhingra, who led sales and customer delivery at 99acres, will now take on an expanded mandate as head of sales, strategy and client delivery for Shiksha. With over two decades of experience across global and Indian organisations, Dhingra will spearhead growth strategy, corporate sales and client engagement for the domestic education vertical.
Both executives will continue as senior management personnel, albeit with revised responsibilities aligned to the company’s broader restructuring goals.
Info Edge said the changes are part of ongoing efforts to leverage leadership expertise across business lines and improve operational effectiveness. The company added that the reshuffle is designed to drive stronger outcomes by aligning talent with evolving business priorities.
As Info Edge continues to fine-tune its structure, the latest leadership moves suggest a clear intent to keep its core platforms nimble, competitive and ready for the next phase of growth.
