How FCB Ulka continues to fight for women’s rights with #SabKaSabarimala
Change happens when one dares to do something. After the immensely successful and much awarded campaign, ‘Sindoor Khela’, FCB Ulka, in partnership with ScoopWhoop, has launched a campaign – #SabKaSabarimala – to uphold the message of equal women rights. Using Facebook as a medium, the campaign encourages women of all ages to enter the Sabarimala Temple, in an innovative way.
Ever since its launch on February 7, 2019, the campaign has been received wholeheartedly by not just women but men too.
For about 200 years, women in India between the age of 10-50 were not allowed to enter the Sabarimala shrine. However, in September 2018, the Supreme Court of India ruled that women, irrespective of age, can enter Kerala’s Sabarimala Temple. This verdict was met with resistance, however, two women entered the Sabarimala Temple, after which the temple was shut down so that a purification ritual could be undertaken.
Now that the Sabarimala Temple board has allowed women to enter the temple, we have found a symbolic way of making this happen.
FCB Ulka came up with a campaign which invites women all over India to visit the Sabarimala Temple via Faceboo. With the check-in feature on Facebook, using #SabKaSabarimala, people were asked to virtually mark their presence at the Sabarimala Temple, showing the world the intent of millions of women in India and all over the world, standing tall to support equal women rights.
Link to the Facebook Event Page for the check-in campaign: https://www.facebook.com/ events/263564487872768/
Sharing her perceptive on the campaign, Swati Bhattacharya, CCO, FCB Ulka, said, “It is so heartening to see that all the issues we ignited with Sindoor Khela are gaining such momentum in the country! What happened at Sabarimala or the Kinnar Akhada’s debut at the Kumbh Mela just imply that time’s up. Things do need to happen in a fair and free manner for women. And this is what happens when you tell a woman you can’t go there, or you can’t do that.”
Established in 1961, FCB Ulka Advertising upholds the brand philosophy of ‘Never Finished’ by their storytelling praxis of not just changing attitudes, but changing consumer behaviour and understanding the deeper brand purpose with a new planning protocol - Brand Bedrock.