The Telegraph: Changing the prayer and praying for change

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

Campaign details

Brand: The TelegraphBrand owner: ABP Pvt LtdAgency: Wunderman ThompsonMarket: IndiaIndustries: NewspapersMedia channels: Integrated, Mobile & apps, Newspapers, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & micrositesBudget: Up to 500k

Executive summary

Durga Puja is a festival where the Goddess Durga, a highly revered goddess in the Hindu religion is worshipped. While millions of Hindu people worldwide celebrate this festival, it is particularly popular among people living in, or hailing from, the Indian state of West Bengal. The festival celebrates the victory of the...

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