Pride Month is not merely a month-long celebration of extending support towards the LGBTQIA+ community. It is about acceptance – an acceptance of being, which gained recognition in 2018 in India, when homosexuality was decriminalised and Section 377 of the Indian Penal Code was struck down. Ever since, brands have jumped onto the bandwagon, and are utilising this occasion to express their solidarity towards the LGBTQIA+ community in more ways than one.
But how is this revolution going beyond the Pride March for brands? How are they involving consumers on-ground and turning it into an experience not just for a day, but something that continues to resonate with them continually? Everything Experiential spoke to industry experts to find out.
Going Beyond Pride March
Regarding the experiential aspect and engaging consumers on-ground, there are several ways in which brands go beyond the Pride March in showing their solidarity towards the LGBTQIA+ community and breaking the stigma. This can be done by partnering with LGBTQIA+ organisations and individuals actively working towards building a more inclusive community and educating their audience on how to be a better ally.
Nishant Kedia, Chief Marketing Officer, Rebel Foods points out, “The key is to create experiences that go beyond performative gestures and that can be achieved through workshops, panel discussions, counselling sessions, and community events that encourage open and honest conversations.”
Celebrating Pride Month isn't just about symbolic gestures for brands such as The Body Shop India; it's about enacting tangible change rooted in its values of inclusivity and acceptance.
“From our inclusive hiring practices to comprehensive training programs, we prioritise gender sensitivity and strive to create a safe and welcoming environment for all. With 10 staff members of our team proudly representing the LGBTQ+ community, we embody our dedication to genuine diversity,” mentions Harmeet Singh, Chief Brand Officer, The Body Shop-Asia South.
There’s power in brands participating in Pride Month, and their employees and their consumers need to see support for the community during Pride Month. But it can’t just be during Pride Month. Brands should not only recognise the value of the LGBTQ+ community year-round but actively integrate this commitment into their ethos.
Rumi Ambastha, AVP, Brand Marketing, Swiss Beauty outlines, “In our industry, this can be achieved through the development of inclusive products that cater to all genders and identities, ensuring that everyone feels represented and valued. By thoughtfully designing products that reflect the diversity of the LGBTQIA+ community, brands can send a powerful message of inclusivity and acceptance.”
Additionally, she also highlights that maintaining continuous visibility through year-round marketing campaigns is crucial. Brands should feature diverse models from the LGBTQIA+ community in their advertising efforts. “This not only helps normalise diverse representations but also reinforces the message that the brand's support is unwavering and not limited to a single month,” adds Ambastha.
Creating safe and welcoming retail environments where LGBTQIA+ individuals feel respected and comfortable is also essential, supported by comprehensive DEI training programs for employees to foster a supportive workplace.
Experiential Marketing Transformed: Becoming DEI-Accepting
With laws and brands in India seeing a makeover in their approach and acceptance towards the LGBTQIA+ community, very evidently, the marketing tactics and experiential marketing initiatives have also seen an overhaul to become more DEI-accepting.
Needless to say, consumers today are more cognizant of social issues and often look at experiential marketing as performative, unless it is backed by genuine action. “Traditional short-term experiential marketing is gradually being replaced by initiatives that address real needs. Brands are now looking to integrate DEI into their core values and by actively raising awareness and providing resources and support, brands are focusing on creating long-term and genuine impact,” spells out Kedia.
Brands are now prioritising authentic representation by featuring individuals from diverse backgrounds, including the LGBTQIA+ community, in their marketing campaigns - a shift which helps brands connect more genuinely with their audiences.
Ambastha underlines, “Collaborations with influencers, activists, and DEI-focused organisations have become commonplace, helping to amplify inclusive messages and reach a wider demographic. Brands are actively soliciting feedback from consumers to better understand their needs and preferences, thereby adapting their strategies to foster greater inclusivity.”
Moreover, the advent of digital platforms has facilitated the creation of inclusive content and virtual experiences that engage diverse consumer groups across India. “These changes underscore a broader dedication within the industry to cultivate marketing environments that are inclusive, welcoming, and celebratory of diversity, aiming to promote equity and resonate authentically with all audiences,” Ambastha continues.
DEI- inclusive Brand Initiatives
Wendy’s poured its heart into the ‘We Take Pride in Pride’ campaign, wherein the brand has partnered with MindPeers, an online mental health and wellness app, to support the LGBTQIA+ community with two special initiatives – one, Unlimited Counseling, which offers access to unlimited counselling sessions to the LGBTQ+ community or anyone who wants to talk to a licensed professional about their identity and queerness. And second, the Queer Identities and Allyship Workbook, a specially designed workbook to promote understanding and support for queer identities and allyship.
To spread awareness about the campaign, Wendy’s has created a limited-edition Pride packaging sleeve. A QR code on the sleeve links to its Instagram which has more details on how to avail the counselling service. The brand is also collaborating with creators from the LGBTQ+ community to amplify the work they do and talk about all things Pride.
Swiss Beauty’s standout effort is its #GlassItGlossIt campaign, which challenges traditional beauty norms by prominently featuring inspirational figures such as transgender icons Ojas Rajani and Nitasha Biswas, alongside male and female models. The brand’s marketing and advertising consistently showcase diverse representations, ensuring individuals from the LGBTQIA+ community feel represented and celebrated in our brand.
Additionally, Swiss Beauty has developed a comprehensive range of makeup products that cater to all genders and identities, reinforcing its belief in universal beauty and inclusivity. At its workplace, the brand is working towards creating an all-inclusive safe, and comfortable work environment by improving and implementing diversity and inclusion training, establishing employee resource groups, and developing inclusive policies. The brand has adopted gender-neutral policies and employs individuals from the LGBTQIA+ community.
Several other brands such as Levi’s and Google India have also shown their support towards the community in their own ways.
PVR Inox unveiled India’s first Pride Film Festival, a weeklong festival with a specially curated lineup of powerful pride-themed films which will showcase diverse stories, narratives, and insights of LGBTQiA+ communities, to audiences in 13 cities. PVR Inox is partnering with the Kashish Pride Film Festival, which has several initiatives to keep the mainstream communities engaged in issues around LGBTQIA+ issues through the medium of films.
To enhance the festival experience, PVR Inox has introduced several engaging initiatives, including a pride-themed logo, a special video mashup played before each movie, and limited-edition gift cards. Staff will wear rainbow-coloured badges, and themed concessions like rainbow popcorn, shakes, ice cream, Gems and Skittles will be available. Select cinemas will feature message boards and temporary tattoo bars celebrating Pride.
Senco Gold and Diamonds has collaborated with Indian drag queen, singer, and actor Sushant Divgikar and unveiled a powerful anthem ‘Pehchaan’.
Divgikar voicing this two-and-a-half-minute video is a deep rumination and vulnerable insight into the singer's world and personality – it is Divgikar’s declaration of self-identity and the unapologetic acceptance of one-self. Understanding that music unites people in much the same way that advocacy does, bringing people together to fight for a better world, ‘Pehchaan’ is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is unique. The lyrics further give homage to the inner fire that drives and pushes one out of the shadows to stand tall in authentic glory.
By creating memorable experiences, brands not only show their commitment to the LGBTQIA+ community but also forge deeper connections with them, thus highlighting the importance of allyship and solidarity. As more brands participate in these initiatives, they contribute to a more inclusive society while enhancing brand loyalty and trust, making this not just a celebration for a month, but a meaningful and impactful long-term connect.
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