Opinion: Why the Indian ad industry needs to celebrate Pride beyond June

Madhvendra Singh of Schbang pens an article on the need for queer representation and celebration of Pride beyond June and how the marketing industry needs to move beyond tokenism.

Let’s talk about something that Indian advertising completely skipped this year - queer representation. It's a topic that gains traction once a year during Pride month. But is that enough?

It's encouraging to see that there were fewer queer campaigns during Pride month this year, which indicates a move away from performative gestures. However, it's equally important to maintain consistency in representation throughout the year. LGBTQIA+ stories are happening every day, and they deserve to be told with sincerity and respect. Because not doing anything during Pride month doesn't mean that you shouldn't address it throughout the year as well. 

Do you recall when same-sex marriage was a significant topic in the Supreme Court and the media? Now try to remember any brand saying anything relevant on the topic. It was a moment when brands could have supported the queer community or at least been empathetic. All those condom and dating app brands, which never leave any moment to be bold and quirky, were shying away from everyone. Even that butter brand, known for coming up with cheesy lines for any event happening on the planet, suddenly started living under a rock during May.

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None of the brands came forward with a point of view. These same brands will jump on any topical opportunity to make a point to stay relevant. They often jump on all the Marvel, Barbie, and Sports events despite clear warnings from their legal teams about getting sued heavily for any use of copyright or trademark material. During these events, these Bravehearts rarely falter from further marketing the most marketed things that are already on everyone’s minds. But their courage and creativity, conveniently and quietly leave the scene when it comes to crucial queer conversations.

No one is asking brands to do exclusive queer advertising, but once or twice, they can share a view that empathizes and supports the community. No one is asking to force fit a brand into the queer narrative (trust me, that's way worse), but how come none of the brands found a decent angle to say something about the community even when the marriage issue is heavily trending?

Remember this ad from Starbucks last year?

Easy for me because that’s the only queer ad I can remember from last year. It was heartwarming and made us question societal norms. It received a lot of criticism online, although I remember members of the community who found it refreshing and welcoming.  

However, let's recognise that one ad isn't enough. We need more brands to step up and share authentic narratives that resonate with the LGBTQ+ community. Representation shouldn't be limited to Pride Month; it's a year-round commitment. Brands can make a real difference by weaving inclusivity into their core messaging.

A good campaign that I can think of from the past was a bank inviting same-sex couples to open bank accounts. It was a welcome change where a brand tried to create an impact and not just provide lip service. I was in awe of that campaign until a basic search led me to this article, where a couple faced harassment while trying to do what was heavily advertised in their campaign. This only further proves my point that a lot more is needed and a lot less is done so far. 

Indian advertising can learn a lot from Indian web series. A couple of years ago, showing queer characters on TV was pathbreaking. But now, it has become such a normal part of storytelling that they are almost plot points in every other web show. There is a big audience for these shows in the heartlands of our country. It refutes the notion that the Indian audiences are not ready for this conversation. They are ready and would like to see new and fresh stories. The same goes for advertising too. People would love to see narratives where queer characters don't just play the role of being either too quirky or too tortured.

We understand that brands face challenges in navigating this territory. They want to make a positive impact while also respecting the values of their consumers. The key is to strike a balance and remember that genuine representation builds trust and loyalty. Authenticity and empathy can set a brand apart in a meaningful way.

Imagine the power of brands taking a stand on crucial social issues. If we want to create a more inclusive society, let's work together to promote continuous representation. Let's celebrate brands that take meaningful steps and encourage others to follow suit. By showcasing diverse stories, we can challenge stereotypes, foster understanding, and embrace inclusivity.

This article is penned by Madhvendra Singh, Creative Lead - Schbang.