Waiting to see Queer joy in ads

The business case for inclusive advertising is irrefutable. Brands that embrace diversity don’t just earn goodwill, they tap into an underserved market and future-proof their relevance. But beyond the metrics, there’s something more profound at stake. Advertising doesn’t just sell products; it shapes culture. Every time a brand chooses to depict queer lives with nuance and respect, it chips away at the idea that we are exceptions rather than part of the fabric of society.

Too often, queer narratives in advertising are filtered through a heteronormative gaze. The coming-out story, the struggle for acceptance, the tearful reconciliation, these arcs may be real, but they’re not the only stories. Where are the narratives where queerness isn’t the conflict but simply part of the character’s world?

Where is queer joy? 

For the uninitiated, Queer joy is the radical act of everyday existence - those unremarkable moments where our lives aren't defined by struggle or spectacle, but simply allowed to be.

This is the question that remained at back of my mind last year when I walked into the Unstereotype Alliance summit with the weary scepticism. My heart sank when the Kantar ASCI report’s finding were revealed. There is less than 1% LGBTQIA+ representation in ads. 

Now imagine if we didn’t even have queer folks being represented, where would the nuance come from in such a miniscule screen time. No wonder its just stereotypical conversations over and over again that trouble as well as go against the three principles illustrated in the Kantar ASCI report – Presence, Perspective and Personality.

Coming back to the Unstereotype Alliance session, this room wasn’t just filled with the usual advertisers. There were transgender activists on panels moderated by Trade Experts and veterans who affirmed change. It reassured me of a world where co-existence and co-creation was in progress though not perfectly achieved yet. 

What remained back with me after that day yet was a distinct hope that there were attempts being made in the right direction and then I kept noticing glimmers of authenticity and intent.

It was a desperate attempt of my mind to seek Queer Joy – an authentic moment on screen when I saw beyond doomed tear jerking victims or Revered heroes who were unidimensional and hollow.  Maybe some queer person helping their parents clean home for diwali or just watering plants with love would have qualified  but what I found was more awesome and heartening. 

These are the few ads that made me believe that true inclusion is possible

Ariel’s ShareTheLoad film featuring Dr. Priya, a trans woman doctor in Kerala, didn’t make her identity the story. It simply showed her as what she is—a skilled professional navigating the same work-life balance struggles as her cisgender colleagues.  Of course she washed her white uniform but her shine in the final frame was humane and heart touching

Walkers & Co’s collaboration with the Aravani Art Project showcased trans artists not as inspiration porn but as the talented creators they are—their identity incidental to their craft.  

Bausch & Lomb – The sheer focus on how human body and especially eyes react to a loved one at its core wrapped in a very warm film.  When each of the characters speak here, its not about their gender or sexuality at all. The ad isn’t vivid and trying extra hard to be inclusive

These campaigns worked as glimmers within the miniscule 1% share of voice we got because they understood: presence isn’t about making diversity visible—it’s about making it unremarkable.  No trauma. No triumph. Just life.  

Perspective: Seeing through queer eyes  

An undiscovered dimension that made these ads relatable and joyful for everyone. The brands getting it right realize: we don’t just need mirrors reflecting queer lives—we need prisms refracting them through authentic experiences.  

The deeper issue lies in who gets to tell these stories. Too many agencies and brand teams lack queer voices in decision-making roles, leading to campaigns that feel like they’re looking in from the outside rather than speaking from within. Authenticity isn’t just about representation on screen, it’s about who’s in the room when the script is written. This is what I seek as my Queer Joy. 

This is what separates glimmers from greatness.  These are the only two ads that reflected that

V-Guard’s ad featuring a same-sex couple and their elderly neighbours worked because it didn’t centre the narrative on "tolerance." Instead, it showed curiosity giving way to warmth, a perspective shift that felt organic, not performative.

Future Generali’s #WelcomeHome didn’t just feature a same-sex couple, it wove them into a tapestry of visual stories.  This is where home wasn’t just a place but a state of acceptance. The kitchen here could be any of ours and the house party didn’t have rounded edges for impact – it was raw and real.

The road ahead  

I realise the sea change isn’t in the numbers (though those matter) but in the ecosystem. When a Top CMO shares the stage with a Dalit queer activist, when best Agency’s CCO cites disability inclusion as a business imperative, when research major’s CFO is a Trans Person, that’s when tokenism dies.  

The 3Ps framework isn’t just a tool anymore. In the right hands, it’s a weapon, one that’s finally being wielded by the people who matter most: those who’ve been kept outside the room far too long.  

And this time? We’re not asking for a seat at the table. We’re redesigning the table itself.  

Praful Baweja, Founder of 6 Degrees Diversity Counsel Pvt Ltd, is an out, loud, and proud advisor and advocate of all things marketing with a purpose, and runs a consultancy after years of working on below-the-line campaigns for hundreds of brands in India.

Disclaimer: The article features the opinion of the author and does not necessarily reflect the stance of the publication.