Calcutta Times has come up with a new ad campaign, #NoConditionsApply which is aimed at changing the division of tradition. It has been crafted by ‘FCB Ulka’, which is one of the largest global advertising agency networks.
The campaign is based on the 400-year-old tradition of ‘Sindoor Khela’ the last day of the auspicious Durga Pooja, an annual Hindu festival.
The movement was not for women who had opted out, but for those who were pushed out by the society.
‘Sarbojanin’ in Sarbojanin Durga Puja means ‘for everyone’ but Sindoor Khela wasn’t meant for all.
There should be no conditions when it comes to traditions and each and every individual should be given the right to be a part of it.
#NoConditionsApply was a perfect articulation to spark off a behaviour change campaign.
Such initiatives and much more will allow everyone to walk a step together because no celebration can ever be complete without including one and all.
