Project Nanhi Kali: #Powerlessqueen

Project Nanhi Kali, an Indian non-governmental organisation that supports education for underprivileged girls, drove donations to its cause by launching a mobile chess game with a powerless Queen in India.

Campaign details

Advertiser: Mahindra & MahindraBrand: Project Nanhi KaliAgency: WATConsult MumbaiCountry: India

Objectives

Chess was invented in India in the 6th Century with the Queen being the most powerful piece on the board. However today in the 21st century, the real queens i.e. a vast majority of Indian women are not even powerful enough to get access to basic rights of education. Infact, 20 million girls are denied education in India each year due to the deep rooted misogyny in Indian society.

The core objective of the campaign was to drive donations towards the...

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