CASE FILM

CAMPAIGN DETAILS

INSIGHT

Chess, invented in India in 6th Century had Queen as the most powerful piece. But today’s queens i.e. women in India are the least powerful as they lack even basic rights of education, health, safety, etc. 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 the plight of women and drive donations towards the education of underprivileged girls.

OBJECTIVE

To increase donations for girl education for Nanhi Kali (NGO).

IDEA

We created the World’s First Online Chess Game wherein one played with a powerless queen with no moves allowed making it impossible to win the game. #PowerlessQueen was used as a metaphor to showcase how societies cannot win if its queens are not empowered. India’s #2 Chess Player and Grandmaster Tania Sachdev launched the campaign on Twitter encouraging her fans and fellow chess players to take the challenge and try to win.

LAUNCH VIDEO

TV COVERAGE

YOUTUBE REACTION VIDEO

Interschool Event

To show support towards the campaign, schools and chess academy’s arranged for the #PowerlessQueen chess tournament. Kids were seen accepting the challenge. They ended up losing the game but learnt an important message that ‘Without an empowered Queen, one cannot win in society or in chess’.

Chess Event in France

ORGANIC TWITTER BUZZ (over 7000 tweets)

Chess Champion tweets

RESULTS

32 K +
Game Plays
300 M
Organic Impressions
118.5 M
Earned media
10 K +
App Download
40,000 HRS
Education Donated
1.1 M
Video Views

PR COVERAGE

Project Nanhi Kali is jointly managed by the K. C. Mahindra Education Trust and Naandi Foundation that suports the education of underprivileged girls. Since inception, Project Nanhi Kali has empowered and changed the destinies of 3,10,000 underprivileged girls in poor rural, remote tribal and urban areas across 11 states in India. Project Nanhi Kali even works with parents and communities to counsel them of the importance of sending their girls to school.