FCB Ulka’s #NoConditionsApply campaign for Times of India aims to change the 400-year-old Bengali Hindu ritual of Shindoor Khela from one of division to one of inclusion. During this custom, married women come together to celebrate their marital status, while others – namely single women, divorcees and widows, as well as the gay and transgender community – are forced to look on, uninvited. #NoConditionsApply creates a newly inclusive Shindoor Khela: narrated by various unmarried women from the community, the film presents the point-of-view of these onlookers, and gives them a voice for change. This new celebration embraces all women, regardless of background or social identity, to transform the long-held tradition of division into a tradition of sisterhood.
