Project Nanhi Kali: Powerless Queen

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.

Campaign Details

Brand: Project Nanhi KaliLead Agency: WATConsultRegion: APAC

Strategy

Objective

Chess was invented in India in the 6th Century with 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. Nanhi Kali is a non-for-profit organization with the aim of providing primary education to underprivileged girls in India. Their core objective was to create awareness about how educated women help society and also drive donations towards...

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