Category: Brands

Mumbai, 16 October: This Diwali, Godrej Industries Group’s brand-agnostic owned media platform, Godrej L’affaire, continues its ‘Celebrating Acceptance’ campaign with Kanta Didi, a film that challenges everyday stereotypes and redefines what acceptance looks like today. The campaign reminds us that acceptance is not the privilege of awareness but a practice of humanity.

Set within the cosy walls of a familiar home, the story unfolds between a domestic worker and a queer couple, capturing how understanding can emerge not from ideology but from instinct. What begins as a moment of hesitation turns into a heartfelt story of empathy and inclusion.

At the heart of the film is Kanta Didi, a domestic worker who encounters a queer couple for the first time while working in their home. She meets Kapil, who is new to the neighbourhood and searching for domestic help. Assuming he lives with a woman, Kanta Didi is surprised to learn the truth. Initially hesitant, Kapil finds comfort in Kanta Didi’s warmth. When he opens up about his identity, her simple, genuine response is “Acha, boyfriend hai? Toh mereko kya?” becomes a powerful moment of acceptance. Her attitude reflects a straight-forward philosophy: live and let live.

In this exchange, Kanta Didi normalises what should have always been normal. Her openness helps Kapil feel at ease, beaming with pride and confidence. The story captures the everyday India where change does not arrive through grand gestures but through small, human moments that shift perspectives.

Kanta Didi continues the conversation from Godrej’s previous Diwali films in the ‘Celebrating Acceptance’ series, reaffirming that empathy often begins at home. If Kanta Didi can learn about queer life through daily experiences and snippets from social media: “Aapke wo pride parade mein kya mast dikhte hai sab log rainbow flag ke sath!”, then what truly makes acceptance difficult for others?

Conceptualised by Agency09, the film encourages viewers to engage in honest conversations about love, identity, and belonging, from their domestic help to family and friends. Kanta Didi’s words, “Riwaazon se rishte nahi bante, hum rishton se riwaaz banate hai,” leave a lasting impression, reminding us that relationships, not rituals, define our celebrations.

Godrej Industries Group executive director and chief brand officer Tanya Dubash, said, “At Godrej L’affaire, we have always used storytelling to spark meaningful conversations around inclusion through our ‘Celebrating Acceptance’ series. Over the past three years, these films have delved into how acceptance finds expression in everyday life. With Kanta Didi, we continue that dialogue to show that true progress is when acceptance and inclusion become second nature.”

Godrej DEI Lab head Parmesh Shahani added, “At the Godrej DEI Lab, we’ve found that visible representation and policy change often reflect norms that have already begun to shift. The ‘Celebrating Acceptance’ films capture this quiet, everyday change beautifully and celebrate the fact that we are united by far more than what divides us. Recent milestones, from the Department of Social Justice and Empowerment’s consultations on lgbtqia plus inclusion to the recognition of queer partners in key social and financial frameworks, reinforce our belief that progress happens when acceptance moves from policy to practice, and eventually, into how we live.”

Onlyn India director Raz Rehman Ali said, “What drew me to Kanta Didi was its honesty. The film doesn’t try to teach; it simply observes. Its strength lies in the authenticity of a simple exchange. When someone like Kanta reacts with such effortless acceptance, it challenges the idea that empathy belongs only to the informed. Sometimes, the most powerful stories are the ones that just let life speak for itself.”