NGO Project Nanhi Kali and WATConsult, part of Dentsu Aegis Network India, launched a campaign titled ‘Powerless Queen’ to raise awareness about the game of chess.
The campaign features Tania Sachdev, an Indian chess player who holds The Fédération Internationale des Échecs (FIDE, also known as World Chess Federation) title of The International Master and The Woman Grandmaster.
She is seen delivering the campaign message through a video where she speaks about how the 'Queen’ is the most powerful piece in the game of chess. The idea is to show that the two-player strategy board game once originated in India in the 6th Century but still those very ‘Queens’ stand powerless and violated in 21st century India.
Sheetal Mehta, trustee and executive director, Project Nanhi Kali and K. C. Mahindra Education Trust, said: "We support campaigns that give out a message about the importance of ensuring equality for women and it is a win-win situation given our objective is to educate and empower girls.”
Tania Sachdev is also challenging people to play the digital version of the Chess game on the microsite by taking the ‘Powerless Queen Challenge’. The microsite enables people to accept the challenge, play the game and donate to Project Nanhi Kali to empower women.
The campaign, which was launched by Tania Sachdev, has caught attention of global chess players including Indian Chess Grandmaster, a former World Chess Champion and the current World Rapid Chess Champion - Viswanathan Anand, two-time United States Women's Champion and the FIDE title holder of Woman Grandmaster - Jennifer Shahade, three times Hungarian chess champion - Anna Rudolf, Russian-born Dutch Chess Grandmaster - Anish Giri, along with well-known Indian fashion photographer Atul Kasbekar.
Rajiv Dingra, founder and chief executive officer, WATConsult said: “As an agency we are very proud of this campaign. Chess is a game of power and we thought of utilising this game to let people realise how in the 6th century we made the Queen the most powerful and yet in the 21st century we fail to empower women. It is an absolute challenge to win any battle with a ‘Powerless Queen'."