Brand conversations revolve around rainbow coloured love this Valentine’s Day

In a landmark judgement on September 5, 2018, the Supreme Court decriminalised Section 377, thus bringing great cheer and relief to India’s LGBTQ community and supporting diversity. This Valentine’s Day marks a milestone in India, allowing every couple to celebrate and express their love, openly and freely. 

It’s the first Valentine’s Day after the repeal of Section 377, but the battle for its social legitimacy is far from over. With our society being laced with prejudices, brands have come forward to celebrate unconventional forms of love and invoke a sense of pride and acceptance from all.

The long ‘Intezaar’ ends 

To commemorate this occasion, It Gets Better Project’s Indian affiliate, It Gets Better India started by hotelier Keshav Suri, released a beautiful short film of just over 3 minutes. Shot by two independent creatives, this film looks at those who weren’t as fortunate as today’s youth to flaunt their love stories. It tells the story of an old man who probably lived his whole life inside the closet, but this Valentine’s Day, finally gets to wear his heart on his sleeve. 

Said Keshav Suri, “I was fortunate to find the love of my life at the right time and get married to him. But because Section 377 was so delayed in India, many Indians weren’t as lucky as me. Fortunately, that is about to change, today is the first Valentine’s Day that LGBTQ members can celebrate freely with their partners. Today, this film shows how the long wait has taken its toll and, in a way, hopes that by the next Valentine’s Day they’ll be free to celebrate it with their same-gender spouses.”

Fastrack calls for equal love for all 

As the society evolves, there are certain mindsets that find it difficult to accept change. Acceptance for the LGBTQ community stems from this same mindset. As a way to dispel the notion and help the community find pride in their individuality, Fastrack is starting a dialogue by showcasing love for what it really is. It is unabashed, unapologetic and has no filter. 

Fastrack invited 7 photographers to shoot real intimacy between couples from the LGBTQ community across the country. They were given an open brief to interpret love through their lens. These photographs will be artistically displayed in public places of crowded metros. The message with of each photograph encourages the thought of adding more colours to love. 

The campaign has been conceptualised by Lowe Lintas, Bangalore. 

Ayushman Chiranewala, Marketing Head, Fastrack, Titan Company Limited, commented, “The Supreme Court’s verdict on Section 377 is a step towards shaping a progressive generation to come. But it has not helped change the society’s mindset about accepting love. While there is a lot being spoken, we saw 14th February as the perfect day to normalise the concept of ‘love’ and promote ‘acceptance’. As a brand that has always voiced the youth’s opinion, Fastrack has taken a stance to trigger a discussion that multitudes are shying away from.” 

Hari Krishnan, President, Lowe Lintas, elaborated, “There are no barriers or divides bigger than the ones created by society. Youth are not bound by these real or imaginary barriers. Fastrack decided to truly celebrate love this Valentine’s Day, by reminding everyone that love is an emotion, equal for all.” 

Borosil celebrates #FirstValentine 

This Valentine’s Day, Borosil, too, is showing its support for the LGBTQ community and spreading the message of ‘love is love’ by telling a story of a real couple that’s both honest and heartfelt. This story, told through a film, makes viewers realise how Valentine’s Day, a cliched symbol of love for most, could hold a completely different meaning for those whose love had been deemed ‘unnatural’ by the law for centuries. 

“We at Borosil have always believed in having a positive impact as a brand that belongs to and relates to all. The Decriminalisation of Section 377 was a big milestone for India as a country and its citizens. We are celebrating this victory of universal love this Valentine’s Day,” said Priyanka Kheruka, Head of Brand, Borosil.

It's inclusive love for Pizza Hut too 

Pizza Hut held a one-of-its kind get-together on Valentine’s Day celebrating love and inclusivity. The event saw couples across different age groups, sexual orientation, ethnicity and religion coming together to enjoy with their partners at Delhi’s renowned One Golden Mile. 

Prashant Gaur, Chief Brand and Customer Officer, Pizza Hut India Subcontinent, remarked, “This Valentine’s Day, we endeavoured to celebrate inclusiveness by getting couples from different walks of life to come together and share their unique love stories while enjoying the tastiest Pan Pizzas in town. It was a heart-warming and delightful experience to host these couples who transcended outmoded societal barriers to spend a day of love and togetherness with us. We look forward to many more such occasions.”

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The film highlights some unconventional stories like that of a same sex couple and the dilemma of a widow who finally decides to change her relationship status on social media. The Voiceover in the video has been given by veteran actor Vijay Raaz, which has added to the flavor of the film. Team Pumpkin conceptualized and scripted the 2-minute video film that shows us that real love is never easy; life happens and throws many obstacles our way, but it’s never too early or too late to take the plunge.

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