Friday, August 14, 2020
Home Indian History & Culture Advertising in India, challenging societal attitude towards homosexuality

Advertising in India, challenging societal attitude towards homosexuality

cxyCRU
image courtesy- india.com

By NewsGram Staff Writer

As India is still ailing with strong prejudices against homosexuality, the brand Anouk has recently come up with an advertisement, featuring a lesbian couple. The ad challenges the prejudiced Indian society, which obliges all men and women to have relationship with members of the opposite sex.

The Anouk ad, is titled as ‘The Visit’ and is a part of the brand’s ‘Bold is Beautiful’ series.  It shows the anxiety of a lesbian couple before meeting the parents of one of the partners.

The ad gives a strong message of coming to terms with one’s identity and embracing it, despite the shackles of regressive societal norms.

“We tried to avoid the stereotypes associated with gay people. There was no one woman looking more masculine or feminine in the film. We tried to give it a candid feel like it is any other couple being apprehensive about meeting the parents,” says Avishek Ghosh, co-partner of Hectic Content, the production house that made the film, told Times of India.

The ad has gone viral and might influence the Indian society to finally acknowledge gay couples in the mainstream media.

In a society where homosexuality is criminalized, the gay couples don’t really get to be part of the mainstream media especially in commercial advertisements. There has never been ample depiction or support to the LGBT rights in Indian commercials.

Ads supporting LGBT community in the past

However in December 2013, when the Supreme Court upheld Section 377 of the Indian Penal Code that criminalized homosexuality and ruled that gay sex was illegal, the commercial world showed their support to the LGBT community. They came up with innovative advertisements, which were widely appreciated.

Here are some of them:

The Amul girl was seen giving farewell to the ‘Freedom of Choice’.

freedom of choice
image cortesy- huffingpost.com

 

 

 

 

 

 

 

Earlier in 2009, Amul celebrated the decriminalization of gay sex by Delhi High Court through this ad:

out of closet
image courtesy- deccanchronicle.com

In 2011, Ghulam Nabi Azad, Health Minister at that time, had described homosexuality as a disease. Once again Amul, which never deters from commenting on social issues, came up with this ad:

health minster

Tanishq showed its support to gay rights through this ad:

1934158
image courtesy- dnaindia.com

Fastrack took the phrase ‘coming out of closet’ too literally and showed in its ad, two women stumbling out of a pink cupboard, zipping pants and skirts and walking off in opposite directions.

download (6)
image courtesy- elle.in

The ad was a part of Fastrack’s ‘Move On’ campaign.

move on
image courtesy- firstpost.com

Usually in India the commercial brands cringe away from even mentioning this sensitive issue, lest they get entrapped into some controversy.

It’s really appreciative that the big brands these days are blazing the trail to pinpoint the issue of homosexuality. Earlier hardly any commercials committed themselves to the LGBT community.

It’s essential that the advertisements voicing the issue of homosexuality, without stirring any controversy, should pave a way for the often ‘shunned’ homosexual community, into the popular culture.

 

STAY CONNECTED

18,952FansLike
362FollowersFollow
1,780FollowersFollow

Most Popular

Here’s How an Online Training Helped me Land my Dream Job

About the Author: Apurva Bhalerao is a postgraduate in Mechatronics. She joined Internshala Trainings for Internet of Things training. She shares how an online...

Internships for Students With Good People Skills

College students, especially the first and second year ones, often hesitate to apply to internships for the reason that they don’t have any job-specific...

73% Females in Rajasthan Facing Issues in Procuring Sanitary Napkins During Lockdown

Seven of every 10 adolescent females, nearly 73 per cent, in Rajasthan say they have had a problem procuring sanitary pads during lockdown in...

I Believe Dance is like Talking Without Speaking: Govinda

Actor Govinda sees dancing more like talking, sans words. "I believe that dance is more like talking without having to actually speak or use words....

Google Search to Provide you With Necessary Information About Floods in India

Google is already sending public alerts to people hit by flooding in India and users in India can now use Search to simply enter...

Yoga Improves Symptoms of Generalised Anxiety Disorder: Researchers

Researchers have suggested that yoga improves symptoms of generalised anxiety disorder, a condition with chronic nervousness and worry, suggesting the popular practice may be...

Young Women More Stressed Than Men During Lockdown: Survey

A recent survey on the impact of the Covid-19 pandemic on people between 10 and 24 years in UP, Bihar and Rajasthan has revealed...

Doctors Estimated 3 Folds Rise in Deaths of Patients During Lockdown Due to “Waitlist Mortality”

By Ashish Srivastava The nationwide lockdown imposed from March 24 has affected services across sectors, and key areas of medical care were also not left...

Recent Comments