June is Pride Month – a time when rainbows pop up across corporate India, from brand logos to Instagram grids. But behind the hashtags and the colourful symbolism, a tougher question lurks: is this genuine progress or just another seasonal PR parade?
Over the years, India Inc. has inched forward in recognising sexual diversity. But is it truly embracing the LGBTQIA+ community, or simply ticking the inclusion box for 30 days a year? To explore this, Indiantelevision.com turned to leaders in the advertising and marketing fraternity.
The result? A split screen. Some argue meaningful strides have been made; others insist we’re barely past square one.
In the first of two interviews in our Executive Dossier series, Rohin Ramesh sits down with Mihir Jain, sales and marketing director at Insight Cosmetics — a homegrown beauty brand that belongs to the first category who points out that a lot of progress has been made. He believes Pride isn’t a campaign, but a compass. For Jain, inclusion runs through everything: who gets cast in ad films, how transgender and non-binary employees are supported at work, and what it means to be truly representative in an industry long dominated by narrow norms.
He also unpacks how shifts in law — from the Transgender Persons (Protection of Rights) Act, 2019, to the Supreme Court’s evolving take on queer partnerships — are nudging brands to think broader and better.
Is Indian marketing still stuck in a heteronormative bubble? Is LGBTQIA+ storytelling breaking into Tier II and III markets? And what do Gen Z and Alpha really expect from brand narratives?
For companies like Insight, Pride isn’t just a parade — it’s a promise.
Excerpts from the conversation follow.
On brands evolving from symbolic gestures during pride month to sustained representation in product design, hiring policies, partnerships and campaigns that sparked conversation vs those that felt like rainbow-washing.
The evolution of Pride marketing has shifted from token gestures to more deliberate, long-term inclusion strategies. Brands are increasingly embedding LGBTQIA+ representation into product design, hiring policies, and year-round collaborations. At Insight Cosmetics, we’re taking conscious steps in that direction by collaborating with LGBTQIA+ influencers and gradually opening our platform to ensure everyone feels seen. The distinction lies in consistency; representation must extend beyond a single month and into the everyday DNA of the brand. Activations that really ring true are those that stem from authenticity, not perceived as “rainbow-washing.” In order to really make a difference, though, inclusion must be an enduring and considered brand commitment.
On creative, PR, and digital agencies working to ensure LGBTQ+ stories are told authentically, with lived experience and not just layered filters.
Ad agencies, PR agencies, and digital agencies are becoming the go-to facilitators of authentic LGBTQIA+ narratives. The shift these days is towards co-creation alongside the community, not for them. Lived experience narratives have emotional depth and cultural richness that cannot be matched by any design filter. At Insight Cosmetics, we ensure our partnerships with LGBTQIA+ creators are real, respectful, and rooted in their own stories, not just filtered narratives. This model of partnership values unique voices without losing sincerity and inclusivity in content. In this way, agencies and brands collectively drive storytelling that captures the actual diversity and authenticity of queer experience.
On Indian brands showing up for the queer community throughout the year, or only when it trends.
Although Pride month tends to be a catalyst for visibility, true inclusion cannot be time-sensitive. More and more Indian brands increasingly understand that embracing the queer community has to be an ongoing process. At Insight Cosmetics, we’re working to make our platform inclusive throughout the year not just when it trends, but as a continuous commitment. At every level of partnership to policy formation within our organization, we labor throughout the year to make representation a core value. The goal is to make LGBTQIA+ visibility the norm in brand space, not only when it’s trendy, but as a continuous commitment to values and advocacy of diversity.
On the data about LGBTQ+ inclusion driving brand loyalty, especially among Gen Z and millennial consumers.
Today’s consumers, especially Gen Z and millennials, expect brands to take a strong position on inclusion. Numbers show that this segment compensates brands that express a genuine commitment to LGBTQIA+ rights with more engagement and loyalty. Performative action is readily called out and dissected. At Insight Cosmetics, we see this reflected in how engaged and supportive our audience is when we partner with LGBTQIA+ creators in meaningful ways. These collaborations not only validate our values but also enhance customer trust. Inclusion is no longer a choice for brands; it is a key driver of loyalty and relevance for a socially conscious consumer marketplace.
On brands showing solidarity without falling into legal or cultural backlash traps, given the legal grey areas around same-sex marriage in India.
In a litigious landscape where homosexual marriage is still a gray area, brands have to walk with courage and cultural care. The discourse has to be on validating identities, not commodifying stories. At Insight Cosmetics, we aim to create a safe, inclusive space through representation and collaboration, while being mindful of cultural context and the lived realities of the LGBTQIA+ community. By keeping an eye on lived experience and avoiding tokenism, brands can demonstrate authenticity.
On facilities being provided within the organisation for cross dressers and transgenders and lesbian, for instance transgender toilets.
Workplace inclusivity begins with transparent and inclusive hiring processes. At Insight Cosmetics, we’re committed to building a safe and inclusive work environment for all individuals, regardless of gender identity or sexual orientation. Our hiring is open and welcoming to transgender, non-binary, and LGBTQIA+ individuals.
On brands ensuring they’re not misrepresenting queer identities in Tier II and Tier III towns, since majority LGBTQIA+ marketing in India remain urban-centric.
It’s true that a lot of LGBTQIA+ marketing in India focuses on urban audiences. To avoid alienating or misrepresenting queer identities in Tier II and III towns, brands need to engage with local voices, use relatable storytelling, and avoid stereotypes. At Insight Cosmetics, we’re mindful of representation across geographies and are working toward more inclusive content that resonates beyond metros, while staying respectful of different lived experiences.
On the representation of the LGBT community in ad films being around their sexual preferences or as stereotypes only.
While earlier ad films often reduced LGBTQIA+ representation to stereotypes, spoofs, or tokenism, we’re now seeing a welcome shift. More brands are portraying queer individuals as real people with full identities, beyond just their sexual orientation. At Insight Cosmetics, we believe in telling authentic, respectful stories where everyone is seen as human first, not as a label or trend.
On marketers rethinking the idea of the ‘Indian family’ in their narratives, post the 2022 Supreme Court ruling recognising cohabiting same-sex couples.
The 2022 Supreme Court ruling was a landmark moment, encouraging marketers to slowly expand their definition of the ‘Indian family.’ While the heteronormative lens remains dominant, we are seeing more brands beginning to embrace diverse family structures in their narratives reflecting evolving social realities and the importance of inclusivity.
On the LGBT market being a big enough market in India to be targeted for products specially designed for them.
The LGBTQIA+ community in India is a growing and influential market, with increasing visibility and purchasing power. While many products are designed to be inclusive for all, there is potential for offerings tailored to specific needs like gender-neutral cosmetics, skincare for diverse skin types, and products that celebrate individuality. At Insight Cosmetics, we focus on creating versatile products that resonate with everyone, including the LGBTQIA+ community.
On where the right attitude towards the LGBTQ+ community in an organisation truly begins — leadership, middle management, or peers.
The right attitude towards the LGBTQIA+ community begins at the leadership level, as inclusive values need to be modeled from the top down. That said, middle management and peers play a crucial role in carrying those values into day-to-day interactions and creating a truly supportive environment.
On your plans for pride month
For pride month, we’re excited to do an Instagram influencer campaign featuring a prominent gay influencer. He will be doing a get ready with me video showcase makeup skills and sharing his personal journey of coming out and navigating societal challenges. Through this authentic storytelling, we aim to celebrate individuality and foster greater acceptance.
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