Agency Network: 
March 2018


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. In fact 20 million girls are denied education in India each year due to the deep rooted misogyny in Indian society. And Ministry of human Resource data shows that only 33% girls that enrol in school are allowed to study till class 12.

We introduced the world's first mobile chess game with a powerless queen via a mobile app and a mobile website wherein the visitor/player played with a powerless queen (no moves allowed) against the computer which had a powerful queen.

This was rolled out as a #PowerlessQueen challenge across India challenging people to try and win. As people lost, we prompted them share the message and to donate to the cause so that they can empower a girl child with education.
The idea showcased how difficult it is to win in chess and as a metaphor in society as well when the queen is a powerless one. Hence proving how societies cannot win if its queens (women) are not empowered.

Digital advertisement created by Dentsu, India for Project Nanhi Kali, within the category: Public Interest, NGO.

Advertising Agency: Dentsu Aegis Network, India
Production Company: WATConsult
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kleenex's picture

This idea worked for sure.

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