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#PowerlessQueen campaign wins at Prague International Advertising Festival

Our #PowerlessQueen campaign with WATConsultwas awardedthe Grand Prix at recently concluded Prague International Advertising Festival and we cannot contain our excitement!

To spread awareness about the long neglected cause of the girl child, by way of shedding light on how a society miserably fails because of its ‘Queen’ being powerless, a digital version of the game of Chess was designed and launched by Tania Sachdev, International Master and Woman Grandmaster in Chess. The campaign was a one of its kind, titled ‘Powerless Queen’, in collaboration with WAT Consult, the digital and social media agency from Dentsu Aegis Network India.

In this version of digital Chess, the first player’s ‘Queen’ was designed to be ‘powerless’ and wouldn’t move at all, while the second player's ‘Queen’ had all her powers, thus making the first player realise how difficult it is to win a game with the ‘Powerless Queen’. The microsite enabled people to accept the challenge, play the game and donate to Project Nanhi Kali to empower the women of tomorrow.

Take a look at the challenge here, with Tania Sachdev

The campaign reached out to more than 3.6 million people, within 24 hours of its launch and caught the attention of global chess players including the Indian Chess Grandmaster, a former World Chess Champion and the current World Rapid Chess Champion - Viswanathan Anand, along with two-time United States Women's Champion and the FIDE title holder of Woman Grandmaster - Jennifer Shahade, 3 times Hungarian chess champion - Anna Rudolf and Russian-born Dutch Chess Grandmaster - Anish Giri, and well-known Indian fashion photographer, Atul Kasbekar.

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