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Case Film

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CategoryA13. Not-for-profit / Charity / Government
Idea Creation WATCONSULT Mumbai, INDIA


Name Company Position
Team WATConsult WATConsult Team

The Campaign

We introduced the worlds first chess game with a powerless queen online and on mobile wherein the visitor/players played with a powerless queen (no moves allowed) against the computer which had a powerful queen. This was rolled out as a #PowerlessQueen challenge online and offline across India challenging people to try and win. As people lost, we prompted them to share the message and also donate to the cause so that they can empower a girl child with education. The idea showcased how difficult it is to win in chess and as a metaphor in society as well when the queen is a powerless one. Hence proving how societies cannot win if its queens (women) are not empowered.

Creative Execution

The game was launched via a campaign website and a campaign video with Woman Grandmaster Tania Sachev. She shared the same via social platforms (Twitter, Facebook & YouTube) in which she challenged people and fellow chess players to play the game on the website. People who lost could take two actions - they could share their experience on Twitter & Facebook as well as donate to the cause of Nanhi Kali for the education of the girl child. Along with the mobile-friendly website, we also launched a mobile app. To take the concept of Powerless Queen into the physical world, The Chess School of India and The Coach Crew came together to organize chess tournaments which was participated in by school students from across schools.

Donations of 40,000 hours of education for underprivileged girls Earned Media worth 118 Million INR 1.1 Million Views on video 300 Million Organic Impressions with India's national news channel, DD news and NDTV covering it. 52,000+ Game Plays on website International Chess Grandmasters organically got involved and endorsed the campaign and they were: World Rapid Chess Champion 'Vishwanathan Anand', Hungarian Woman Grandmaster ''Anna Rudolf', Hungarian Woman Grandmaster and Ambassador of Chess and Education & UN Planet 50-50 Champion 'Judit Polgar', Two-time United States Women's Champion 'Jennifer Shahade', Four-time Dutch Chess Champion 'Anish Giri', Five-time Danish Chess Champion and current coach to World number one Magnus Carlsen, 'Peter Heine Nielsen'. School students from across schools participated in a Powerless Queen Challenge organized by The Chess School of India and The Coach Crew. Powerless Queen will soon be rolled out as gender-equality teaching tool across schools in India.

#PowerlessQueen was a simple initiative that used cultural context to bring afore the impact of Gender Inequality & effect of uneducated and unempowered women on society. It also spreads the message on need for empowerment of women through the use of chess as a metaphor. A one-on-one Powerless Queen themed chess tournament was organized in schools by The Chess School and The Coach Crew which multiple school kids participate in as well as share their learnings.

Insights, Strategy and the Idea

Chess is a game played by the educated and elite in India but watched by millions. India is among the top 10 chess playing countries in the world and as of 2017, India has more than 47 chess grandmasters. 80-100 Million Indian viewers watched the 2013 match between Viswanathan Anand and Magnus Carlsen. Through our use of chess, we wanted to reach out to an audience who could not only donate to Nanhi Kali (NGO) but also influence others and attract attention of a larger audience. To ensure we reached the right audience, we brought in India's #2 Chess Player, Woman Grandmaster 'Tania Sachdev'. She challenged people and fellow chess players to take the Powerless Queen Challenge. Once they played the challenge and lost, they were prompted by a call to action to donate to Nanhi Kali and led to their website


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