In A World Of Powerless Queens

COME MARCH, and the Women’s Day theme takes over the advertising world.

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While many brands take up the opportunity to reach out to women with strong messages, only some ads feel true to the cause. This year, Project Nanhi Kali has attempted to create awareness on the power struggle that women face in the world, by making chess the metaphor to drive the message.

As part of the ad campaign ‘Powerless Queen’ — conceptualised by Dentsu Aegis Network’s WATConsult — a digital Chess game has been created where the first player’s queen is designed to be ‘powerless’, while the second player’s queen has all her powers, thus making the first player realise how difficult it is to win a game with a powerless queen.