India only decriminalized Section 377 in September 2018. Before that, while many companies were beginning to be inclusive, homosexuality was considered taboo in society. After the new law, it has become easier and safer for people to go out, organize campaigns, exchange ideas and more.
Here are the top 5 Pride campaigns launched by Indian companies that changed the face of the country as acceptance became more of a necessity than a choice.
Fastrack was one of the first brands in India to feature a lesbian couple. This campaign was ahead of its time and prepared the country to embrace the new LGBTQIA + community. Out Of The Closet contains a literal closet from which 2 girls emerge, adjusting their clothes and hair and embracing the legend ‘Come Out’.
Brooke Bond Label 6-Pack
The Hijra community was avoided by various people in earlier times. Brooke Bond Label thought about destigmatizing this by featuring 6 transgender singers to celebrate being queer and transgender in India. Y-Films, the youth wing of Yash Raj Films, was behind this ad which was later shown in the Glass Lion category at Cannes.
Out and Proud by The Times of India
Despite the repeal of Section 377, the society was unwilling to accept the LGBTQIA + community and spoke in disparaging comments about them. Fortunately, the Times of India published its own advertisement to give back to the haters in collaboration with FCB India. This empowerment announcement is meant for all members of the community to come out and feel safe.
#LoveatFirstPride by OkCupid
OkCupid celebrated all genres beyond the binary norms in this digital campaign that celebrates love. By asking people how much they would reveal about themselves on their first date, followed by a series of other questions, the dating platform encouraged people in the community to love and live freely.
Bold is beautiful by Anouk
Myntra’s announcement for Anouk was one of the first to celebrate pride in all genders. Endorsed by Oglivy India, this ad shows the beauty of loving another person beyond gender boundaries.
Have you found any other announcements that celebrate pride, especially in the month of June? Share with us in the comments below.