Ad Campaigns
WATConsult & Project Nanhi Kali show a powerless queen in chess
MUMBAI: The ‘Queen’ is the most powerful piece in the game of chess, a two-player strategy board game that once originated in India in the 6th century. And yet, those very ‘Queens’ still stand powerless and violated in 21st century India.
Therefore, in an attempt to shed light on how a society fails when it leaves its ‘Queens’ helpless and feeble, Project Nanhi Kali partnered with WATConsult, the digital and social media agency from Dentsu Aegis Network India, to launch an innovative campaign titled, ‘Powerless Queen’ on Women’s day.
To spread awareness about the long neglected cause, a digital version of the chess game has been created wherein, the first player’s ‘Queen’ is designed to be ‘powerless’ and does not move at all while the second player’s ‘Queen’ has all her powers, thus making the first player realise how difficult it is to win a game with the ‘Powerless Queen’.
To support the campaign, Tania Sachdev, an Indian chess player who holds The Fédération Internationale des Échecs (FIDE, also known as World Chess Federation) titles of The International Master and The Woman Grandmaster also came on board.
The campaign has become viral on social media with renounced chess player Vishwanathan Anand and others retweeting about it and taking up the Powerless Queen Challenge.
WATConsult founder and CEO Rajiv Dingra says, “As an agency, we are very proud of this campaign. Chess is a game of power and we thought of utilising this game to let people realise how in the 6th century we made the queen the most powerful and yet in the 21st century we fail to empower women. It is an absolute challenge to win any battle with a ‘Powerless Queen’ and this campaign illustrates just that on Woman’s Day.”
Apart from spreading the message, Tania Sachdev is also challenging people to play the digital version of the chess game on the microsite by taking the Powerless Queen Challenge. The microsite enables people to accept the challenge, play the game and donate to Project Nanhi Kali to empower the women of tomorrow.
Project Nanhi Kali and KC Mahindra Education Trust trustee and executive director Sheetal Mehta adds, “We are happy to partner with WATConsult for this innovative campaign. We support campaigns that give out a message about the importance of ensuring equality for women and it is a win-win situation given our objective is to educate and empower girls.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
