MUMBAI: As June’s rainbow wave floods timelines, store shelves and corporate logos alike, a sharper question emerges: are brands and agencies walking the talk on LGBTQ+ inclusion, or just flashing their colours for clicks?
A quick glance across campaigns, policies and creative briefs shows a spectrum—from genuine transformation to performative wokeness. And some of India’s most visible brand voices are ready to call it like it is.
From “We support Pride” to “We don’t know sh!t”
Vanaja Pillai, President, 22feet Tribal Worldwide & Head – Inclusion & Impact, Omnicom Advertising Group India, leads with candour. “We believe real change happens when people can show up with curiosity, ask questions, and listen without fear,” she says. Their internal campaign ‘We Don’t Know Sh!t’ ditches moral high ground for messy, human conversations—and Pride is just one point in a year-round learning curve.
This year, their Pride initiative is themed ‘Words Build Worlds’, a linguistic lens on how inclusive language can shift narratives and erase bias. Events like Queerically Speaking, Postcards from Pride and even a queer stand-up showcase underscore that allyship doesn’t need a corporate brief—it needs honesty and a mic.
Beauty with backbone
At Joy Personal Care, CMO Poulomi Roy doesn’t just market moisturiser. “Inclusivity isn’t seasonal. It’s a mindset,” she says. The brand has walked the walk with a campaign starring Sushant Divgikar—not as a Pride-month gimmick, but as part of a consistent narrative.
They’ve distributed over 100,000 personal care kits to transgender individuals and sex workers, not under CSR, but baked into their brand DNA. “Representation is not a checkbox for us,” Roy insists. And it shows. From acid attack survivors to plus-sized models, their campaigns are as inclusive behind the scenes as they are on screen.
Her advice to the industry? “Tokenism is easy. But real impact comes when brands shift the lens from visibility to lived experience.”
Strategy with substance
Sonica Aron, founder of Marching Sheep, believes intent is everything. “Pride isn’t about logos in rainbow hues, it’s about policies, partnerships, and presence—every single day.”
She sees progress in brands that ditch the June-only visibility playbook. “The best campaigns come from rooms where queer folks are not just featured, but decision-makers. That’s when messaging hits home,” says Aron.
For Aron, real inclusion also looks like safe workplaces, inclusive benefits, and storytelling that avoids the tired tropes. “Less punchline, more person,” she sums up.
Campaigns with commitment
Over at White Rivers Media, senior vice president, business strategy & growth, Mitchelle Rozario Jansen sees the shift. “There’s a rise in year-round brand commitment—beyond just posting a rainbow flag,” she says. The agency now partners directly with queer creators to ensure campaigns don’t just represent, but resonate.
While not every brand is there yet, she’s optimistic. “Today, queer characters aren’t just shown as ‘different’ or comic relief. More stories are about them as people, parents, co-workers and friends. And that’s the real shift.”
What does the data actually say?
The numbers don’t lie, especially when it comes to Gen Z. “Younger consumers back brands that back values,” says Roy. “Inclusion drives deeper emotional connections and loyalty that goes beyond seasonal sales.”
Small audiences? Maybe. But the engagement? “Genuine. Vocal. Long-lasting,” she comments.
Social Panga founder Gaurav Arora, believes the brands that walk the talk are cashing in where it counts: loyalty, love, and repeat purchases.
Surveys show 68 per cent of Gen Z and 55 per cent of millennials stick with brands that demonstrate genuine LGBTQ+ inclusion. Companies that offer inclusive benefits, pronoun options, and support queer employee groups have seen a 12–15 per cent jump in repeat business. That’s not just goodwill—it’s growth.
Inside the evolution of allyship
“Allyship is now the baseline,” says Arora. “These young consumers expect to see queer inclusion across HR, campaigns, partnerships—even product design.”
He further says that many brands are stepping up. Gone are the days of token rainbow logos in June. Today’s leaders are offering gender-neutral product lines, non-discrimination clauses, and year-round collaborations with LGBTQ+ organisations. They’re co-creating content with queer voices, embedding representation in hiring and storytelling, and hosting real conversations—not just reels.
Meanwhile, rainbow-washing is getting called out fast. “Seasonal ads with no follow-through? Bright in June, forgotten by July,” Arora concludes.
So, are Indian brands truly embracing inclusivity—or still riding the rainbow wave? It’s a bit of both. The glitter is still there, but the groundwork is growing. When campaigns move from optics to action, when hiring shifts from compliance to culture, and when queer stories are told with nuance, not novelty, that’s when the real change happens.
Until then, the rainbow will remain both a symbol and a litmus test.
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