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WATConsult, the digital and social media agency from Dentsu Aegis Network India, has made its way to Ad Stars with seven shortlists for its #PowerlessQueen campaign.

The campaign, which was launched in March 2018 for Project Nanhi Kali, was aimed at highlighting the plight of Indian women through an online chess game. The game of chess originated in India centuries ago and the queen is the most powerful. But yet, the plight of girls in India is far from powerful.

Just like the game of chess, it’s impossible to win if the queen is powerless. So the objective of the campaign is to give more power to the future queens by raising donations and educating underprivileged girls.

The Campaign:

The campaign garnered over 300 million organic impressions. Some of the chess grandmasters, including Viswanathan Anand, Anna Rudolf, Anish Giri, Peter Heine Nielsen, etc., organically supported the campaign, registering donations worth 40,000 hours of education for underprivileged girls.

Rajiv Dingra

Rajiv Dingra, Founder and CEO, WATConsult, said, “We are very excited and thrilled to have entered the finals of a global award show like Ad Stars. Being shortlisted among the top 1,700 entries from over 20,300 odd entries is a huge achievement and shows how we are raising the bar at WATConsult when it comes to quality of work.”

Ad Stars, the South Korean awards show, registered over 20,000 entries this year, out of which 369 entries (as per reports) were from India. The final round of judging is expected to take place in August.