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LGBTQ relationships a major focus of Valentine’s Day campaigns in India

In the first Valentine’s Day after the decriminalisation of homosexual relationships in India, several brands decided to make LGBTQ protagonists the star or otherwise engage with the community for their campaigns.

Uber started a petition for a ‘pride heart’ emoji and had rainbow coloured route maps on its app.Speaking about the campaign, Uber’s head of brand strategy and campaigns for India and South Asia Saakshi Verma Menon said: “Uber is dedicated to supporting and engaging the communities we serve, and that includes our commitments to diversity and inclusion.

“This philosophy combined with the inspiration to give free-love a symbol and empower communities was the thought behind our Valentine’s Day campaign #LoveMovesForward. We urge our riders to support this move by signing the petition to help us get an inclusive symbol of love ”

Accessories brand Fastrack commissioned seven photographers to shoot images of LGBTQ couples and exhibited these in Bengaluru, Kolkata and Noida, in a campaign created by Lowe Lintas.

The brand was among the first to create an ad with a same-sex couple, long before the decriminalisation was announced.

Fastrack marketing head Ayushman Chiranewala said: “The Supreme Court’s verdict 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 February 14 as the perfect day to normalise the concept of ‘love’ and acceptance. Fastrack has taken a stance to trigger a discussion that multitudes are shying away from.”

An unlikely contender for a LGBTQ themed Valentine’s Day ad was glass brand Borosil, which created a film about a lesbian couple celebrating the day for the first time.

The film was created by Sideways Consulting.

 

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