Pride Month 2024: Fewer Ads, More Action

As Pride Month draws to a close, a noticeable absence of widespread marketing campaigns marks this year's celebrations. Often criticized by the LGBTQ community as “empty words and mere tokenism,” the usual flood of advertisements was missing. Instead, many brands focused on on-ground activities that directly support the LGBTQ community. 

Did we move beyond token rainbow-washing this June? Only two major brands launched significant Pride Month campaigns, making their efforts appear more genuine amidst the lack of clutter.

FUTURE GENERALI #WelcomeHome

Future Generali, known for featuring LGBTQ individuals in their ads, released a campaign showcasing a diverse range of people from the community. The ad includes homosexual couples, transgender individuals, a man wearing makeup in a professional setting, and a crossdresser, all depicted as comfortable and happy with their identities. The montage ends with a party, likely a transition celebration for a trans person, delivering the poignant message, “Home is wherever you can be yourself.” Notably, all the models in the ad were from the LGBTQ community.

IKEA - The Closet

IKEA's ad featured customers intrigued by a sign asking if they could live inside a closet. Inside, they found a headset playing questions about gender and sexual identities faced by the LGBTQ community. Participants were then told they could choose to walk out of the closet, highlighting that many do not have that choice. This initiative encourages conversations and self-reflection on personal biases.

Other brands also engaged in meaningful activities. For instance, Durex, through its initiative The Birds and Bees Talk (TBBT), partnered with Outlook Magazine for a special Pride Month edition featuring articles on LGBTQIA+ history, rights, and societal perceptions, aligning with the theme “Reflect. Empower. Unite.”

SpiceJet implemented gender-neutral announcements, addressing passengers as "all the wonderful people" to be more inclusive of non-binary and gender-fluid individuals.

Tinder India organized Queer Made Weekends, showcasing queer-owned businesses and releasing a Queer Dating Starter Pack with Gaysi Family, offering guidance on self-discovery, dating etiquette, consent, safety, boundaries, and self-care. This event saw over 20,000 attendees across Delhi and Mumbai.

Pranav Agarwal, Founder of SW Network, noted the reduced number of flashy, rainbow-laden campaigns. He suggested that this quieter approach could indicate real progress, with brands focusing on initiatives that have a lasting impact on the LGBTQIA+ community. His agency's involvement with Colorbar Cosmetics' #AllShadesOfYou campaign addressed taboos around men wearing makeup and self-expression.

Agarwal emphasized that true allyship extends beyond slogans, advocating for inclusive storytelling to foster empathy and understanding within the broader Indian community. Independent agency White Rivers Media (WRM) took several initiatives, including a digital campaign with the Keshav Suri Foundation highlighting scams faced by the LGBTQ community on dating apps, and a Spotify playlist showcasing LGBTQIA+ music artists. WRM also hosted a panel discussion on ‘Pinkwashing’ with The Quint, challenging performative brand support.

Viren Veesuwala from WRM explained the scarcity of Pride-centered ads, attributing it to brands' caution against being called out for pinkwashing. Instead, the focus has shifted to tangible, community-driven impacts through on-ground activities. He sees this as a sign of the Pride movement in India maturing, built on real connections and lasting advocacy.

A marketing expert, who preferred to remain anonymous, suggested that the fear of social media backlash deters brands from producing "cheesy ads." In today's divisive climate, anything can be misinterpreted, leading to trolling or cancellations. The safer route is to use rainbow-colored logos and make a few “perfunctory posts” throughout the month.