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<ul><li><keyword id="746871" type="General" weightage="100" keywordseo="fastrack" source="Orion">Fastrack</keyword> started out with a bang. Its maiden tagline, ‘Move On’ has always moved perfectly with changing times and helped the brand carve out a niche for itself by representing the ever-evolving youth of the country.</li><li>After 13 years of existence, Fastrack has announced a new brand proposition.</li><li>In its latest campaign conceptualised by <keyword id="274876" type="General" weightage="20" keywordseo="lowe-lintas" source="Orion">Lowe Lintas</keyword> Bangalore, Fastrack addresses the issues of moving identity, beyond the binaries of Gen Z, with various communication approaches.</li><li>Ajay Maurya, Marketing Head, Fastrack walks us through the campaign idea, shares how it all came together, the thought behind adopting a new proposition and larger goals for the brand.</li></ul>Fastrack was one of the very first brands in India to show a lesbian couple in its mass advertisement titled ‘The Closet,’ in 2013. The ad encouraged the youth to come out of their closet of comfort and speak up, metaphorically.<br /><br />  <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div><br />Since its inception, Fastrack has catered to youth and moved gracefully ahead with changing times. Its campaigns, time and again, have proven how the brand isn’t bogged down or defeated by society's rules. <br />  <div type="Youtube" id="i-QUdDHcIcs" title="FASTRACK LOCKER 20" thumbUrl="https://i.ytimg.com/vi/i-QUdDHcIcs/mqdefault.jpg"></div><br />The watch and accessories brand is now ‘moving on’ from its earlier brand proposition and taking on a new positioning statement, ‘You Do You.’ Conceptualised by Lowe Lintas Bangalore, Fastrack’s new campaign will talk about staying comfortable in your skin, being positive about your body and individual experiences of self-love. With this, Fastrack aims to represent the uninhibited expression of youth’s identity, which is label-less and free, that refuses to be locked into any templates or boxes.<br />  <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />In its first ad, the brand tells a story of a contemporary couple who meet through an online dating app. After she swipes right on him, the guy checks out her profile and goes into her DM and asks, “You are 6 feet tall?” Savagely, she responds with a picture of her heels and says, “She is 6’3” and he replies, “Promise to always look up to you.” The tagline takes over the screen, “Own your inches. You do you.”<br /><br />People who identify as women or gender fluid have spent years trying to unlearn the daunting thought of <em>“Log kya kahenge</em>” (what will people say). We have been conditioned to hate what’s natural and have grown up surviving through a love-hate relationship with our bodies. Fastrack’s endeavor, with its latest campaign and brand ethos, is to encourage the young demographic to accept themselves as they are and love their different, unique kinds of bodies. <br /><br />Sharing the idea behind ‘You Do You,’ Ajay Maurya, Marketing Head, Fastrack said, “With this campaign, our goal is to capture the youth’s pulse and represent their ever-evolving choices. The ‘Fastrack - You Do You’ campaign introduces the manifesto for the youth and identifies with their fluidity, encouraging them to be true to themselves. To begin with, the subject highlighted under ‘Fastrack – You do You’ is about body celebration and positivity, since body-shaming today is a big concern for youth. The brand is launching multiple films in its typical fun and humorous style that take up tensions faced by them, thus encouraging them to be comfortable under their skin.”<br /><br />It is after 13 years of its existence that Fastrack has changed its brand proposition. Telling us why Maurya felt now was the right time, he said, “As the world around us evolved, so did our audiences. Even though our target audience segment largely remains the same i.e. 17-22 year olds, the youth, GenZ of today, their concerns, the things that matter to them, people they love, their identities are starkly different from the youth of the past decades. We believe it is time to represent this youth of today with new resonance and arrived at the new brand positioning.”<br /><br />The brand’s advertising will be focused primarily on digital media, driven by interactive communication. This will be followed by placements on TV, print and OOH. <br /><br />“We feel that Digital is the best platform to have conversations with the Gen Z, especially for a campaign like ‘You Do You’ which is all about them, and their unbridled spirit of self. The major evolution in recent years has been the shift towards Digital. Digital remains the prime focus area in our media planning as the audience is a digital-native generation. Digital allows for regular, interactive and engaging communication where the viewer is not a bystander to the conversation – they become central to it, and get to place their opinion forward. These direct and open conversations are what energise Fastrack. We are also looking at new age platforms to meet our audiences where they are. Our aim is to strike a new conversation every day and keep them engaged with us,” shared Maurya. <br /><br />For the last quarter of this year, Fastrack will focus on promoting its new brand philosophy with a 360-degree campaign and focus on shaping the ‘Fashtech’ industry. <br /><br />Sharing the larger vision for the brand and focus areas for this quarter, Maurya said, “Fastrack as a brand takes pride in being the voice of the youth and has been for decades. The vision for the brand is to continue to address the needs of this ever-evolving target audience through our products as well as communication. Apart from that, new designs and casual fashion-led watches are in the pipeline for the next few months. These launches are on the premise that youngsters are back on the lookout for fashionable options as they return to colleges, work, vacations, parties and hangouts. Another focus area is the fashtech segment where we will be introducing new designs of smartwatches and audio devices, under the sub brand Reflex. It is a journey to take our products from being just fitness devices to being fashionable multi-functional offerings.”<br /><br />Campaign credits: <br /><br />Agency: Lowe Lintas, Bangalore<br />Planning team: Kishore Subramanian, Easo John, Namrata Sukumar<br />Account management team: Sonali Khanna, Bhupender Agarwal, Radhika Bhattacharya, Srishti Mehrotra<br />Creative team: Puneet Kapoor, Nishant Pratap, Sageetha Shirali, Richa Jain, Hamza Bhavnagarwala, Diti Golder<br />Director: Aakash Bhatia<br />Production House: LoudMouth<br />

Fastrack decides to ‘move on’ from its iconic brand tagline; launches a new brand positioning ‘You do you’ to celebrate body positivity and self-expression

<ul><li>While working out means monotony to the rest of the world, Fastrack's new campaign brings the Gen-Z spirit of fluidity to fitness, making it a way to make a statement, to have fun, to be part of a tribe, to follow your heart, and never hesitate. </li><li>The campaign film is a youthful and high-fashion interpretation of what fitness means to Gen-Z.</li></ul>Fastrack releases an offbeat multimedia campaign #<a href="https://youtu.be/7j6nIglsvtw">StartAnywhere</a> in line with the recent launch announcement of Reflex 3.0, its latest smart band offering under fash-tech segment. The campaign video conceptualised by <keyword id="3101007" type="PERSON" weightage="20" keywordseo="Lowe-Lintas-Bangalore">Lowe Lintas Bangalore</keyword> builds interest for the new <keyword id="10895086" type="UNKNOWN" weightage="20" keywordseo="fastrack-reflex-3-0">Fastrack Reflex 3.0</keyword> which is equipped with 10+ sport modes and a dual-tone band through which users can lift their fitness as well as style. <br /><br />        <div type="Youtube" id="7j6nIglsvtw" title="#StartAnywhere with Fastrack Reflex 3.0" thumbUrl="https://i.ytimg.com/vi/7j6nIglsvtw/mqdefault.jpg"></div><br />While working out means monotony to the rest of the world, Fastrack's new campaign brings the Gen-Z spirit of fluidity to fitness, presenting a way to make a statement, to have fun, to be part of a tribe, to follow your heart, and never hesitate. The campaign film is a youthful and high-fashion interpretation of what fitness means to Gen-Z.<br /><br />Talking about the new multimedia campaign, Ajay Maurya, Head of Marketing, Fastrack said “This fun, bold, spontaneous film speaks the language of the Gen Z who don’t believe in set definitions when it comes to fitness. They believe in being fluid in their thinking and spontaneous in their actions. The latest Fastrack Reflex 3.0 smart band comes with 10+ sports modes which makes starting your fitness journey as easy as it gets. The film beautifully lands the message: With the Reflex 3.0, you can start your fitness journey just anywhere.”<br /><br />The campaign film shows how today's youth aren't held back by the lack of gym, equipment or fancy sports gear to begin their fitness journey; that they can #StartAnywhere. In doing so, it showcases the features of Reflex 3.0 in a quirky manner. Whether it be running a race in the parking lot or a dance party in the midst of traffic or even just lunging their way through a supermarket. #StartAnywhere captures how they are ready to take the leap and, in a real sense, become the Olympians of the street with Reflex 3.0 and its 10+ sport modes.<br /><br />Commenting on the idea, Puneet Kapoor, RCO, <keyword id="274876" type="COMPANY" weightage="20" keywordseo="Lowe-Lintas">Lowe Lintas</keyword> said: “Fastrack has always stood for the audacious and uninhibited expression of youth identity which can’t be locked in templates or boxes. This applies equally to their idea of fitness also, which spills out, ever so freely, from the walls of gyms and lines of courts, to almost anywhere. That's the central idea of this film with the many features of Reflex 3.0, keeping a tab with its exciting modes no matter where you start.”<br /><br />The campaign is live across the brand's online platforms and other offline medium.<br />

Fastrack's latest ad showcases how workouts can start anywhere

<ul><li>As we get closer to the new year, we bring to you a time capsule of 2021.</li><li>We look at some of the memorable campaigns from the year and discuss the common themes.</li></ul>The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase. <br /><br />Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19.<br /><br />The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times.<br /><br />Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights. <br /><br />Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile. <br /><br />In no particular order, here are a few ads that stood out this year:<br /><br /><strong>Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy<br />      <div type="Youtube" id="z_OtC06ndUE" title="Cadbury Dairy Milk wishes #GoodLuckGirls to all those hitting it out of the park." thumbUrl="https://i.ytimg.com/vi/z_OtC06ndUE/mqdefault.jpg"></div><br />Bhima Jewellery’s Pure as Love | Agency: Animal<br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br />Vim’s Making Dishwashing Easy | Agency: Lowe Lintas<br />      <div type="Youtube" id="cWIo7lTfdqs" title="Vim Liquid | Making dishwashing easy (Hindi)" thumbUrl="https://i.ytimg.com/vi/cWIo7lTfdqs/mqdefault.jpg"></div><br />Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney<br />      <div type="Youtube" id="wnZduCnSMpk" title="Marriage Conversations | Tanishq" thumbUrl="https://i.ytimg.com/vi/wnZduCnSMpk/mqdefault.jpg"></div><br />Swiggy Instamart | Agency: Lowe Lintas<br />      <div type="Youtube" id="NL7mq7kFLt8" title="Swiggy Instamart - Groceries delivered in 15-30mins" thumbUrl="https://i.ytimg.com/vi/NL7mq7kFLt8/mqdefault.jpg"></div><br />Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India<br />      <div type="Youtube" id="R3FnhpelBR0" title="Cadbury Celebrations | Not Just A Cadbury Ad" thumbUrl="https://i.ytimg.com/vi/R3FnhpelBR0/mqdefault.jpg"></div><br />Dove’s Stop the Beauty Test | Agency: Ogilvy India<br />      <div type="Youtube" id="jEpTa2cMl_I" title="Take the pledge to #StopTheBeautyTest | Dove" thumbUrl="https://i.ytimg.com/vi/jEpTa2cMl_I/mqdefault.jpg"></div><br />Tata Cliq Luxury | Agency: Havas Creative Group India<br />      <div type="Youtube" id="ZqHZKtbcjEA" title="Thoughtful Gifting Begins Here | Slow Commerce | Where Quality is Nurtured | Tata CLiQ Luxury" thumbUrl="https://i.ytimg.com/vi/ZqHZKtbcjEA/mqdefault.jpg"></div><br />Fastrack’s You Do You | Agency: Lowe Lintas Bangalore <br />      <div type="Youtube" id="0VGpbNQufjc" title="Own Your Inches - #FastrackYouDoYou" thumbUrl="https://i.ytimg.com/vi/0VGpbNQufjc/mqdefault.jpg"></div><br />Bournvita’s Get The Message | Agency: Ogilvy India<br />      <div type="Youtube" id="EkCtQT2yfig" title="Bournvita - Get The Message" thumbUrl="https://i.ytimg.com/vi/EkCtQT2yfig/mqdefault.jpg"></div><br />Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways <br />      <div type="Youtube" id="9o57TH0ZjkU" title="Tum Hi Ho Nykaa | Brand Film" thumbUrl="https://i.ytimg.com/vi/9o57TH0ZjkU/mqdefault.jpg"></div><br />Mohey’s KanyaMaan <br />      <div type="Youtube" id="PmCSjllj7KU" title="Tradition wahi, soch nayi - #KanyaMaan" thumbUrl="https://i.ytimg.com/vi/PmCSjllj7KU/mqdefault.jpg"></div><br />Tinder’s Closure<br />      <div type="Youtube" id="6b-K9OzVo-c" title="Closure - A Film about Consent by Tinder | Ft. Kavya Trehan and Mrinal Dutt" thumbUrl="https://i.ytimg.com/vi/6b-K9OzVo-c/mqdefault.jpg"></div><br />Cult.fit’s Fitness Is Not An Option<br />      <div type="Youtube" id="xAB3CZC1BcI" title="Fitness Is Not An Option (cult.fit)" thumbUrl="https://i.ytimg.com/vi/xAB3CZC1BcI/mqdefault.jpg"></div><br />Vicks’ Touch of Care | Publicis Singapore<br />      <div type="Youtube" id="NHflsJrXKaI" title="Vicks - Care Lives On #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/NHflsJrXKaI/mqdefault.jpg"></div><br />CRED’s Great for the Good<br />      <div type="Youtube" id="j8KpV-4_mRg" title="Great for the good | ft. Rahul Dravid | CRED" thumbUrl="https://i.ytimg.com/vi/j8KpV-4_mRg/mqdefault.jpg"></div><br />The Body Shop’s #BloodyNatural <br />      <div type="Youtube" id="6XVihCBaX-g" title="Periods are #BloodyNatural | Let's end period shame | The Body Shop India" thumbUrl="https://i.ytimg.com/vi/6XVihCBaX-g/mqdefault.jpg"></div><br />Prega News She Is Complete In Herself<br />      <div type="Youtube" id="X4mWIU-zcvQ" title="#SheIsCompleteInHerself - A Women’s Day Initiative by Prega News | Mona Singh (Hindi)" thumbUrl="https://i.ytimg.com/vi/X4mWIU-zcvQ/mqdefault.jpg"></div><br />Surf Excel’s Holi 2021<br />      <div type="Youtube" id="MocKmftqNI8" title="Surf excel Holi 2021 | Jo dilon ko paas laayein, woh #RangAchheHain" thumbUrl="https://i.ytimg.com/vi/MocKmftqNI8/mqdefault.jpg"></div><br /></strong><br />

From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

<ul><li>Over the years, many brands have changed their logos to VIBGYOR on social media to celebrate pride month.</li><li>However, only a few have launched the most vibrant, diverse and inclusive campaigns that represent LGBTQIA+ community in a positive light and embrace them in full colours.</li><li>Today, we look back at some of these iconic advertisements that initiated an early conversation in our country and tried to normalise all colours of love.</li></ul>It is pride month and it is delightful to see Indian brands changing their logos on social media in support of LGBTQIA+ communities. It shows that many brands have started talking about pride and awareness of LGBTQIA+ rights is growing. The list of pride campaigns also grows longer every year. <br /><br />However, to be able to normalise all colours of love in India, the conversation has to move beyond tokenism and monetisation opportunity. Brands still don’t include LGBTQIA+ couples in their everyday, functional ads. Almost every advertisement on Valentine’s Day feature a cis-hetreosexual couple in a very mushy set-up and just the pride month is reserved for acknowledging queer folks’ existence in India. We haven’t seen a single campaign in India that target asexual people. <br /><br />Since many Indian brands have failed to give the community a voice through their campaigns, to make the queer community a part of their daily life conversation and step out of their comfort zones, we decided to look back at some of the iconic advertisements that were created by brands who dared to speak up and break some taboos. <br /><br /><cmsannotation type="cmsannotation" annotationid="Amul’s take on coming out of the closet in 2009" text="Amul’s take on coming out of the closet in 2009"><span data-til="noop">Amul’s take on coming out of the closet in 2009</span></cmsannotation><br /><br /><br /><cmsannotation type="cmsannotation" annotationid="Bhima Jewellers: A campaign where inclusion seamlessly became a part of the narrative" text="Bhima Jewellers: A campaign where inclusion seamlessly became a part of the narrative"><span data-til="noop">Bhima Jewellers: A campaign where inclusion seamlessly became a part of the narrative</span></cmsannotation><br />            <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Levi’s Proud to be more: A campaign that moved beyond labels and reminded us that life is much more than one’s sexuality" text="Levi’s Proud to be more: A campaign that moved beyond labels and reminded us that life is much more than one’s sexuality"><span data-til="noop">Levi’s Proud to be more: A campaign that moved beyond labels and reminded us that life is much more than one’s sexuality</span></cmsannotation><br />            <div type="Youtube" id="LrPJZJ53BV4" title="Levi’s® | Proud To Be More" thumbUrl="https://i.ytimg.com/vi/LrPJZJ53BV4/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Titan Raga’s Proud to be me: A campaign that spoke about nurturing your relationship with your own self and embracing who you really are" text="Titan Raga’s Proud to be me: A campaign that spoke about nurturing your relationship with your own self and embracing who you really are"><span data-til="noop">Titan Raga’s Proud to be me: A campaign that spoke about nurturing your relationship with your own self and embracing who you really are</span></cmsannotation><br />          <div type="Youtube" id="qgxr3BPMd2I" title="What You Feel Is Who You Are | Raga by Titan" thumbUrl="https://i.ytimg.com/vi/qgxr3BPMd2I/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="UNAIDS’ The Mirror: A campaign that aims to break down gender diversity taboos among children and raise awareness about their rights" text="UNAIDS’ The Mirror: A campaign that aims to break down gender diversity taboos among children and raise awareness about their rights"><span data-til="noop">UNAIDS’ The Mirror: A campaign that aims to break down gender diversity taboos among children and raise awareness about their rights</span></cmsannotation><br />          <div type="Youtube" id="oulxCQeZtDo" title="The Mirror" thumbUrl="https://i.ytimg.com/vi/oulxCQeZtDo/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Fastrack Closet: One of the very first brands in India to show a lesbian couple; it encouraged the youth to come out of their closet of comfort and speak up, metaphorically" text="Fastrack Closet: One of the very first brands in India to show a lesbian couple; it encouraged the youth to come out of their closet of comfort and speak up, metaphorically"><span data-til="noop">Fastrack Closet: One of the very first brands in India to show a lesbian couple; it encouraged the youth to come out of their closet of comfort and speak up, metaphorically</span></cmsannotation><br />          <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Humsafar Trust: Celebration of Freedom after the SC repealed article 377" text="Humsafar Trust: Celebration of Freedom after the SC repealed article 377"><span data-til="noop">Humsafar Trust: Celebration of Freedom after the SC repealed article 377</span></cmsannotation> <br />          <div type="Youtube" id="qfPhlh2pTwg" title="#StandWithPride – celebrating our first real Independence Day with the LGBTQIA+ National Anthem" thumbUrl="https://i.ytimg.com/vi/qfPhlh2pTwg/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Tinder Pride From Home: India’s first pride anthem" text="Tinder Pride From Home: India’s first pride anthem"><span data-til="noop">Tinder Pride From Home: India’s first pride anthem</span></cmsannotation><br />          <div type="Youtube" id="h6ENMyXWrcE" title="Ritviz - Raahi [Official Music Video] #PrideFromHome | Tinder India" thumbUrl="https://i.ytimg.com/vi/h6ENMyXWrcE/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="OkCupid: A campaign that celebrates queer voices while calling out the similarities and struggles of finding love" text="OkCupid: A campaign that celebrates queer voices while calling out the similarities and struggles of finding love"><span data-til="noop">OkCupid: A campaign that celebrates queer voices while calling out the similarities and struggles of finding love</span></cmsannotation><br />          <div type="Youtube" id="bvO3skPuKwA" title="Are you an #AllyOfLove?" thumbUrl="https://i.ytimg.com/vi/bvO3skPuKwA/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Anouk’s The Visit: Probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for the sake of tokenism" text="Anouk’s The Visit: Probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for the sake of tokenism"><span data-til="noop">Anouk’s The Visit: Probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for the sake of tokenism</span></cmsannotation><br />          <div type="Youtube" id="Ef27m5ocK6Q" title="ANOUK, BOLD IS BEAUTIFUL - A Wonderful Video Titled &quot;THE VISIT&quot;" thumbUrl="https://i.ytimg.com/vi/Ef27m5ocK6Q/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Vicks’ Touch of Care: Normalised trans motherhood in India" text="Vicks’ Touch of Care: Normalised trans motherhood in India"><span data-til="noop">Vicks’ Touch of Care: Normalised trans motherhood in India</span></cmsannotation> <br />          <div type="Youtube" id="7zeeVEKaDLM" title="Vicks - Generations of Care #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/7zeeVEKaDLM/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Brooke Bond Label’s 6 Pack Band: A series of songs that celebrated the marginalised Hijra community and concentrated on what they rejoice about being queer" text="Brooke Bond Label’s 6 Pack Band: A series of songs that celebrated the marginalised Hijra community and concentrated on what they rejoice about being queer"><span data-til="noop">Brooke Bond Label’s 6 Pack Band: A series of songs that celebrated the marginalised Hijra community and concentrated on what they rejoice about being queer</span></cmsannotation> <br />      <div type="Youtube" id="blvOBnSRfVc" title="Hum Hain Happy - 6 Pack Band" thumbUrl="https://i.ytimg.com/vi/blvOBnSRfVc/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Times Out and Proud: A campaign that aimed to empower the queer community to live a dignified life with acceptance and pride" text="Times Out and Proud: A campaign that aimed to empower the queer community to live a dignified life with acceptance and pride"><span data-til="noop">Times Out and Proud: A campaign that aimed to empower the queer community to live a dignified life with acceptance and pride</span></cmsannotation><br />      <div type="Youtube" id="-p8DFP1Tn1s" title="Times Out &amp; Proud" thumbUrl="https://i.ytimg.com/vi/-p8DFP1Tn1s/mqdefault.jpg"></div><br /><br />

Best LGBTQ+ campaigns India has seen over the years

<ul><li>This Pride, we want advertising and media industry’s queer folks to take up space.</li><li>With our individual interviews, we will be focusing on harnessing the full power of our platform to highlight emerging queer leaders of the advertising industry.</li><li>Today, we speak to Abhishek Satam, Senior Consultant, <keyword id="3163779" type="PERSON" weightage="20" keywordseo="Alchemist-Marketing">Alchemist Marketing</keyword> about changing representation in ads, moving beyond tokenism in India, choosing the right approach while working on diverse campaigns, how can organisation build an inclusive culture on the inside and much more.</li></ul>While every day should be celebrated as Pride Day, the month of June brings along an opportunity for us to reflect on how far we have come, unlearn social conditioning, acknowledge the struggles that LGBTQIA+ people face and start normalising the conversation. However, this <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">pride month</keyword>, so far, has been rather low. <br /><br />While globally, the LGBTQIA+ representation-momentum is only growing, India’s marketing ecosystem is still way behind. It is only during the pride month that there is a sudden bombardment of rainbows and brands remember that LGBTQIA+ are also their consumers with purchasing power. The silence this month is speaking a thousand words, indicating that traditional Indian brands are still closeted. At the same time, the momentum is growing and more brands are making a conscious effort to build an inclusive environment inside their organisations by hiring Diversity, Inclusivity and Equity officers. <br /><br />As an industry, advertising is known to drive to change. It can use its influential power in mending belief systems and uprooting regressive thoughts. It can bring about normalisation and make people embrace the entire spectrum.<br /><br />We reached out to Abhishek Satam, Senior Consultant, Alchemist Marketing to understand how brands can be true allies this pride and throughout 2021, a few things that they need to pay close attention to inside their organisations, talk about campaigns that worked and one that made him cringe and finding the right approach in ads. <br /><br />Excerpts:<br /><br /><cmsannotation type="cmsannotation" annotationid="Q. How would you say the Pride movement has evolved in India in recent years?" text="Q. How would you say the Pride movement has evolved in India in recent years?"><span data-til="noop">Q. How would you say the Pride movement has evolved in India in recent years?</span></cmsannotation><br />I think the pride movement and the community started getting more visibility around a decade ago. There are three major landmarks in this period. The 2009 Delhi high court verdict opened up the conversations about lgbtq+ community. It showed us it’s possible to ask for gay rights in India, encouraged individuals to come out of closet but the corporate world hadn’t much warmed up to be a part of Pride scene yet. Also, social media was relatively new here. It was that regressive shock verdict of 2013 when the organisations were actually challenged to show where they stand. Thankfully, some of the major brands voiced their support for the community. It was much needed. This is where the Pride movement took real momentum. People were furious and questioning. The following year saw highest number of Pride walk attendees everywhere. It wasn’t just the community but the allies who walked with us in solidarity, you could see a couple of corporate groups walking the Pride as well. Every small support for the community mattered. People were united to fight section 377 and they were full of hope especially with the way things were going steadily positive before 2018 SC verdict. Considering how the brands supported the movement before, it was only obvious that more of them will follow the suit and jump on the Pride bandwagon post the verdict. Of course, you can’t tell how many of them are genuine allies but since this is just the beginning in the fight for many more rights for lgbtq+ community, more the merrier.<br /><br /><cmsannotation type="cmsannotation" annotationid="Q. How do you feel about pride-themed merchandise?" text="Q. How do you feel about pride-themed merchandise?"><span data-til="noop">Q. How do you feel about pride-themed merchandise?</span></cmsannotation><br />I feel absolutely okay with pride merchandise. I see it as a demand and supply equation. If businesses see potential takers in something, it's only natural that they would want to grab the opportunity, to have their share of it. How can Pride celebrations be an exception! Few of my friends like to have such a collection. I personally don’t buy it but that’s because I don’t see much variety in it. It’s all pretty basic and same. If you're doing it, you might as well dig deeper into queer culture and come up with something new, something different. Also, I find the pricing very unreasonable most times. If you are marketing a product that's about Pride and Equality, why price it so high that only the rich can afford?<br /><br /><cmsannotation type="cmsannotation" annotationid="Q. One Indian ad that you really liked because it ticked all the right boxes for you?" text="Q. One Indian ad that you really liked because it ticked all the right boxes for you?"><span data-til="noop">Q. One Indian ad that you really liked because it ticked all the right boxes for you?</span></cmsannotation><br />I liked Fastrack’s Come Out Of The Closet ad especially because it came out at a very important time in 2013 when homosexuality was re-criminalised. It was edgy, bold and most importantly conveyed the message that no more hiding in the closet no matter what. That message meant everything at that moment because the recent verdict had a lot of people confused. I think it’s really important for the brands to know which chord they should strike at a particular time.<br /><br />      <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div><br /><br />From the recent lot, I loved the Bhima jewellery ad, it’s one of the most beautifully narrated journey of a trans person’s life in a path-breakingly positive light. It might not be something a lot of trans people can relate entirely to but it shows the world that we aspire to live in.<br /><br />      <div type="Youtube" id="NtaLr_r8R2E" title="Bhima Jewellery. Pure as love." thumbUrl="https://i.ytimg.com/vi/NtaLr_r8R2E/mqdefault.jpg"></div><br /><br /><cmsannotation type="cmsannotation" annotationid="Q. One ad that got it wrong or made you cringe?" text="Q. One ad that got it wrong or made you cringe?"><span data-til="noop">Q. One ad that got it wrong or made you cringe?</span></cmsannotation><br />How can one forget Youngistan Ka Wow ad from Pepsi! It was literally how Bollywood had used gay humour for cheap laughs since 90’s and apart from being cringy, it literally encouraged the homophobia already prevalent among most of Indian parents. That was unforgivable. <br /><br />      <div type="Youtube" id="LD4qv7pAoN4" title="Pepsi - Youngistan Ka Wow" thumbUrl="https://i.ytimg.com/vi/LD4qv7pAoN4/mqdefault.jpg"></div><br /><cmsannotation type="cmsannotation" annotationid="Q. How can brands avoid falling into the rainbow-washing trap? What brands and advertising agencies should and shouldn't do this pride?" text="Q. How can brands avoid falling into the rainbow-washing trap? What brands and advertising agencies should and shouldn't do this pride?"><span data-til="noop">Q. How can brands avoid falling into the rainbow-washing trap? What brands and advertising agencies should and shouldn't do this pride?</span></cmsannotation><br /><br />I honestly feel rainbow-washing is something we cannot really control at this point in India, whether it’s the brands that truly stand for the cause or the ones using it just as a marketing trend. We have a long way to go in queer rights movement. Yes, we can call out the brands that have done otherwise than what they have been doing during the Pride month but we cannot cancel them. We should rather make them accountable for walking the talk. I see there’s no harm for brands in realising and addressing their past mistakes and even apologising for it before claiming to be allies. Ad agencies should know where a particular brand comes from before working out pride month ideas for the brand. Not that a brand which once resorted to insensitive ad campaign or associated with homophobic entities/practices can never be an ally. If we make an effort to sensitise our homophobic families, we can surely let the brands that have been ignorant in the past have a fair chance to do good by you, once they own their deeds. If you are putting that rainbow filter on your logo, make sure you extend your allyship all round the year, educate yourselves on our issues, voice your support whenever the need arises and be truly inclusive as an organisation.<br /><br /><cmsannotation type="cmsannotation" annotationid="Q. Many organisations hire one queer person and make them the face of 'inclusivity at their organisation.' If you were a Chief Equity Officer, how would you go about it? How would you help your organisation move away from tokenism and bring real change?" text="Q. Many organisations hire one queer person and make them the face of 'inclusivity at their organisation.' If you were a Chief Equity Officer, how would you go about it? How would you help your organisation move away from tokenism and bring real change?"><span data-til="noop">Q. Many organisations hire one queer person and make them the face of 'inclusivity at their organisation.' If you were a Chief Equity Officer, how would you go about it? How would you help your organisation move away from tokenism and bring real change?</span></cmsannotation><br /><br />I would love to play that role someday. It’s easier for brands to maintain an lgbtq+ friendly face for their customers through a couple of campaigns but you can’t be a true ally unless the work culture in your organisation reflects it. I would like to start with switching to paperwork that is inclusive of gender diversity. I believe making the communication inclusive goes long way in meeting diversity goals. Then make sure that the hiring process is inclusive, not limited to only cis folks. The employee handbook would ensure, one of the first things new employees would learn that this isn’t a place for any sort of homophobia/ transphobia. I would also like to recommend gender neutral restrooms, it’s high time we had them in India. There would of course be an lgbtq+ support group within the organisation that one can always approach, physically/distantly/anonymously, however one is comfortable. A lot of times such groups don’t get active response from discrete sexual minorities. So it’s crucial to create a platform where people can interact without fearing to be outed. You need to get them to trust you at first in order to help them further. I would want it to be accessible and approachable for everyone.<br /><br /><cmsannotation type="cmsannotation" annotationid="Q. Which has more merit: a campaign targeting discrimination and stigmas, or a campaign celebrating the community or a campaign that includes couples of all kinds?" text="Q. Which has more merit: a campaign targeting discrimination and stigmas, or a campaign celebrating the community or a campaign that includes couples of all kinds?"><span data-til="noop">Q. Which has more merit: a campaign targeting discrimination and stigmas, or a campaign celebrating the community or a campaign that includes couples of all kinds?</span></cmsannotation><br /><br />Well, we need all kinds of campaigns, don’t we? They all have their own purpose to serve. Yes, the need of the hour is to educate people to eliminate discrimination, address the stigma around homosexuality now that we are past our first legal hurdle but we do need to normalise it on another side by showing couples of all kinds. That’s how we’ll be able to get sexual minorities into the mainstream.<br />

If you are putting that rainbow filter on your logo, make sure you extend your allyship all round the year: Abhishek Satam of Alchemist Marketing

<ul><li> For years, talking about the queer community was a taboo in the Indian advertising industry. Today, while there have been some path-breaking campaigns in acknowledging the community and giving them a voice, a lot more still needs to be done.</li><li>To mark <keyword id="168821" type="PERSON" weightage="20" keywordseo="Pride-Month">pride month</keyword>, we look back at some of the iconic advertisements that initiated an early conversation in our country, which were still a taboo back then and created a ripple effect by bringing to light some of the issues that LGBTQIA communities continue to face. </li></ul>The month of June is observed as Pride month all over the world, which is a movement that brings the entire LGBTQIA+ community together to spread the message of equality in all spheres of life, including the right to love. However, where are Indian brands? It has been 17 days since pride month began. Apart from the rainbow-coloured logos on social media, no brand has mustered the courage to normalise the whole spectrum and initiate a concrete conversation. <br /><br />Since many Indian brands have failed to give the community a voice through their campaigns, to make the queer community a part of their daily life conversation and step out of their comfort zones, we decided to look back at some of the iconic advertisements that were created by brands who dared to speak up and break some taboos. These ads created a much-needed ripple effect in our country and started a conversation around issues that the community goes through. They simply reminded the audience that they care about queer community’s existence by acknowledging and representing different kinds of humans -- conveying that India is stepping out of its closest. <br /><br />Here are a few of our favourites: <br /><strong><br />Fastrack’s The Closet </strong><br /><br />Way ahead of its time, Fastrack’s ad was quite special for India. It was the very first brand in India to show a lesbian couple. It encouraged the youth to come out of their closet of comfort and speak up, metaphorically. <br /><br />In this commercial, the doors of a cupboard open, and two young women walk out, adjusting their clothes and hair. “Come out of the closet”, urges the advertisement and ends with Fastrack’s now famous tagline, “Move On.”<br /> <br />                    <div type="Youtube" id="fmk9D53G6F8" title="Fastrack - The Closet" thumbUrl="https://i.ytimg.com/vi/fmk9D53G6F8/mqdefault.jpg"></div><br /><strong>Anouk’s The Visit </strong><br /><br />Myntra’s ad for its ethinic wear brand Anouk was probably one of the first ads in India that attempted to normalise different sexual preferences, without looking at them through a lens of judgement or for sake of tokenism. Created by Ogilvy India, this ad left you mesmerised by the beautiful portrayal of pure love that can happen between any two people.<br /><br />                    <div type="Youtube" id="Ef27m5ocK6Q" title="ANOUK, BOLD IS BEAUTIFUL - A Wonderful Video Titled &quot;THE VISIT&quot;" thumbUrl="https://i.ytimg.com/vi/Ef27m5ocK6Q/mqdefault.jpg"></div><br /><strong>Vicks’ Touch of Care </strong><br /><br />Normalising trans motherhood in India, Vicks initiated a conversation everyone else was afraid to have. It highlighted how motherhood goes beyond biological ties with transgender activist Gauri Sawant, who also runs an NGO called Sakhi Char Chowghi. It showcased her real life story of bringing up a girl. <br /><br />Conceptualised by Publicis Singapore for Procter &amp; Gamble, the video shows how Gayatri, at the age of 6, loses her biological mother, a sex worker, to HIV AIDS. It ends with Gayatri vowing to become a lawyer so that she can fight for equal human rights and build an equal environment for her foster mother. <br /><br />                    <div type="Youtube" id="7zeeVEKaDLM" title="Vicks - Generations of Care #TouchOfCare" thumbUrl="https://i.ytimg.com/vi/7zeeVEKaDLM/mqdefault.jpg"></div><br /><strong>Brooke Bond Label’s 6 Pack Band</strong><br /><br />The 6 Pack Band was a story of six transgender singers from Hijra community, which is commonly ignored by most and misunderstood by all. However, this song concentrated on what they rejoice about being queer and trangenders instead. <br /><br />It was an initiative created and driven by Y-Films, the youth wing of Yash Raj Films, to help further the cause of gender equality in India. This campaign also brought home the coveted Grand Prix in the Glass Lion category at Cannes.<br /><br />    <div type="Youtube" id="blvOBnSRfVc" title="Hum Hain Happy - 6 Pack Band" thumbUrl="https://i.ytimg.com/vi/blvOBnSRfVc/mqdefault.jpg"></div><br />                <strong>The Times of India's Out and Proud</strong><br /><br />On September 6, 2018 the Supreme Court of India decriminalised section 377 of the Indian Penal Code. With this judgment, the gay community got a legal nod to sexual rights. While the laws have changed for the better, we still witness negative attitudes towards the LGBTQIA+ people. <br /><br />The Times of India in collaboration with FCB India was one of the large-scale campaigns that was launched to celebrate this historic milestone. Its campaign aimed to empower the members of the queer community to live a dignified life with acceptance and pride. It lent a medium to a community whose voice was buried for generations. It brought to light the discrimiation they face every day and reminded them how they always ‘had a place in our hearts.’<br /><br />                    <div type="Youtube" id="-p8DFP1Tn1s" title="Times Out &amp; Proud" thumbUrl="https://i.ytimg.com/vi/-p8DFP1Tn1s/mqdefault.jpg"></div><br /><strong>OkCupid’s #LoveAtFirstPride<br /></strong><br />Another brand that celebrated striking down of article 377 in 2018, OkCupid, digital campaign #LoveAtFirstPride acknowledged love beyond binary identities. <br /><br />The idea behind the campaign was to cherish the freedom for all gender identities and this has been captured in the video with the LGBTQ community answering questions like ‘How much would you reveal about yourself on a first date? ,‘What are your views on moving on with your partner?’ and  ‘What are your thoughts on PDA?’. The campaign was launched in the middle of the pride month and in less than a week, it received an overwhelming support of over a million individuals spread across platforms. The campaign is aimed at spreading the message of equal representation of different sexual orientations.<br /><br />                    <div type="Youtube" id="IwDW6x0bezs" title="OkCupid’s #LoveAtFirstPride is a Shout Out to Every First Stride Taken With Pride" thumbUrl="https://i.ytimg.com/vi/IwDW6x0bezs/mqdefault.jpg"></div><br />While all these ads revolutionised the industry in their own ways, legacy brands still shy away from including LGBTQIA+ community in their functional ads or an everyday sales ad. ‘Sexuality’ is still used as a plot twist in ads when we should be moving beyond tokenism and to normalise it further, we need to start including them next to a cis gender couple. <br />

Pride Month: Campaigns that started conversations and sparked change in India

<ul><li>Since the beginning of sporting events like India’s tour of Sri Lanka in mid-July and the ongoing Olympics, <keyword id="3163762" type="PERSON" weightage="20" keywordseo="SonyLIV">SonyLIV</keyword> registered an increase of 3X in viewership.</li><li>SonyLIV has roped in 100+ advertisers for India’s tour of Sri Lanka and the Tokyo 2020 Olympic Games.</li></ul>Riding high on the success of Euro 2020, SonyLIV once again recorded landmark numbers with the Tokyo 2020 Olympic Games and India’s tour of Sri Lanka. Since the beginning of sporting events like India’s tour of Sri Lanka in mid-July and the ongoing Olympics, SonyLIV registered an increase of 3X in viewership. Pioneers in the industry, the platform offered highlights, player compilations, and specials of India’s tour of Sri Lanka in four languages - English, Hindi, Tamil and Telugu.<br /><br />With unprecedented coverage with 20 LIVE streams, SonyLIV emerged as the one-stop destination for all the action from the Tokyo 2020 Olympic Games. The platform tied up with Google for their Organised Search Results Page (OSRP) to enhance consumer engagement on the platform. With this collaboration, users searched and watched their favourite team or athlete’s medal-winning performances, world record clips, medal event highlights, comprehensive day-wise India highlights, and more on Google OneBox in the form of SonyLIV VODs.<br /><br />SonyLIV has roped in 100+ advertisers for India’s tour of Sri Lanka and the Tokyo 2020 Olympic Games. The list of multiple sponsors comprised brands like Maruti Suzuki, LIC, JSW (Jindal Steel), WazirX, Vimal, Swiggy Betway, Fresh to Home and MPL. The platform cleared 99% of the total advertising inventory, on the back of continued support from some of the most prominent brands across various sectors - AMFI, Apple, Tata Motors, RBI, Hindustan Unilever Ltd, Amazon, Herbalife, Visa, Amul, TVS Eurogrip Tyres, NPCI, Accenture, Acer, Dafanews, CoinDCX, Abbott, Cars24, Medibuddy, Bridgestone, Raymond, Yamaha, Fastrack and GoDigit.<br /><br />SonyLIV is also the streaming partner for India’s tour of England, comprising five test matches that began on 04<sup>th</sup> August 2021.<br /><br /><keyword id="11456071" type="UNKNOWN" weightage="20" keywordseo="Ranjana-Mangla">Ranjana Mangla</keyword>, Sr. VP &amp; Head of Ad Revenue, <keyword id="6358540" type="UNKNOWN" weightage="20" keywordseo="sony">Sony</keyword> LIV said, "We are enthralled with the overwhelming response from advertisers that helped clear 99% of our total inventory for India’s tour of Sri Lanka and the Tokyo 2020 Olympic Games. While majority of the Euro 2020 advertisers continued their association, we onboarded more than 100 advertisers. We are grateful to our partners who continue to extend support to all our sporting events. With sports consumption on the rise, we are confident of onboarding new brands for the India-England series."<br /><br />Parth Jindal, Managing Director, JSW Cement, JSW Paints and Founder JSW Sports and IIS said, "The association with Sony and SonyLIV has been truly outstanding - working with a team that is as passionate as JSW with regards to the Olympics has truly been a pleasure and is something we at the JSW Group hope to do again in the very near future."<br /><br />Shashank Srivastava, Executive Director, Maruti Suzuki Ltd said, "Our association with SonyLIV as the Co Presenting Sponsor for the Tokyo 2020 Olympic Games has been very fruitful as it enabled us to connect with sports enthusiasts across the country. For the first time in India, SonyLIV’ s coverage with 20 LIVE streams, has given the viewers a chance to watch their favourite sport and not miss any action. India has already won multiple medals and our association with ‘Tokyo 2020, India’s Top Moments’ and ‘Top Athletes’ segments helped achieve the desired engagement for the brand. We look forward to the forthcoming sporting events on the platform."<br /><br />Nischal Shetty, CEO, WazirX, said, "Our partnership with <keyword id="9550787" type="AGENCY" weightage="20" keywordseo="sonyliv-india">SonyLIV India</keyword> to co-present for the Euro 2020 and India Vs Sri Lanka cricket series through our #IndiakaBitcoinExchange campaign not only helped us land the right knowledge on crypto but also bust the misconceptions around crypto investments. It helped us stay true to our vision to make crypto mainstream in India."<br />

SonyLIV witnesses 3X increase in viewership with its recent sporting events

India has always been a country of taboos and restrictions. But things have been changing fast, and for the good. And since advertising is a reflection of the society, many recent Indian ads have reflected those behavioural changes that are evident in the modern Indian.<br />
Below is a list of some recent Indian ads that defy the preconceived social norms and taboos.<br />
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1. <strong>Myntra’s Lesbian Ad:</strong> This is probably the most-talked about ad in India right now. The country's first advertisement showing a lesbian couple preparing to meet the parents is making waves on social media. The online video shows two women in a live-in relationship flirting and dressing up for the day, chatting about the expectations they face and their love for each other. Titled 'The Visit', the ad breaks the taboo of lesbianism in India. Shot for Myntra's ethnic wear collection, the digital film has got over 2 lakh hits on YouTube over 10 days.<br />
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2. <strong>Fastrack’s Move On Campaign: </strong>It is argued that before Myntra, Fastrack was the brand that brought out the lesbian issues out in the open through its ‘Move On’ campaign. Move On is a controversial ad campaign by Fastrack was to show the relevance of “moving on” from things that are limiting. The campaign involved a series of short ads representing socio-cultural issues that are controversial. One of the ads shows a couple inflating a large playhouse and moving in. The ad ends with bold white-coloured text saying “Live in. Move on.”, hence encouraging those who want to have live-in relationships to go ahead and do so. Another of the ads under this campaign show two girls walking out of a bright pink closet, one by one, tugging at their clothes with the copy “Come out of the closet. Move on.”, thus encouraging homosexuals to embrace their sexuality. All these ads talk about being bold in accepting issues considered taboo, especially when it’s about accepting oneself.<br />
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3. <strong>Tanishq’s Second Marriage Ad: </strong>Widowed and divorced women have historically been shunned in areas of India. So imagine the nation's surprise when jeweler Tanishq celebrated a second marriage in its new ad.India was "mesmerized" by the ad and many trade outlets called the commercial "revolutionary" and "crazy bold." Tanishq is possibly the first to introduce remarriage in Indian advertising, which was a taboo till now.<br />
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4. <strong>Airtel’s ‘Boss’ Ad:</strong> Telecom service provider Bharti Airtel’s ‘Boss’ad, which presents a working woman cooking for her man, had stirred up outrage on Twitter. But adman Prahlad Kakkar went ahead to hold that the ad is perfectly valid and there’s nothing wrong in the content. The much-debated woman-boss in the Airtel commercial was criticised by some on social media for being regressive (the woman is the boss at work and comes back to cook at home), but many professionals surveyed found it balanced in its portrayal of women. The ad questioned the taboo of a woman being the boss in India.<br />
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5. <strong>KBC’s ‘Kohima’ Ad: </strong>The ad campaign for Sony TV’s popular game show ‘Kaun Banega Crorepati’ alludes to the widespread issue of racial discrimination faced by people from North East India across the country and sends a powerful message about racism in India. In the recent past, North East students have been beaten up, humiliated and killed owing to their facial features and the KBC ad couldn’t have come at a better time.<br />
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5 Ads That Defy Social Taboos In India

It is not everyday that two A-list celebrities come together. In the last two years, this rare occurrence has happened at least thrice, bringing to the fore a class of power couples. And, their combined brand value can top the charts. <br /><br />Earlier too, legendary Bollywood actors Amitabh and Jaya Bacchan came together for endorsing <keyword id="413856" type="COMPANY" weightage="20" keywordseo="Kalyan-Jewellers">Kalyan Jewellers</keyword> Mudhra collection as parents to a would-be bride. Though Shah Rukh Khan and Gauri Khan also did a few ads like D'decor together, experts believe the real moolah lies in the paired reigning superstars. <br /><br />The latest entrant into this short and exclusive club are Ranbir Kapoor and Alia Bhatt, who are also coming together for a soon-to-be released movie. <br /><strong><br />Alia Bhatt and Ranbir Kapoor <br />
  
  
  
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</strong><br />Hitting the nail before they turn a married couple, e-commerce giant Flipkart roped Alia Bhatt and Ranbir Kapoor for a national campaign. They play the role of a couple too where Alia is seen commenting on Ranbir’s clothing style.<br /><br />Alia who is high on successes like Raazi and Gully Boy makes more from brand endorsements, as compared to Ranbir who had a spate of flops before the release of Sanju this year.<br /><br />The 26-year-old actor, Alia Bhatt has collaborated with some of the best brands in India and is the first celeb to promote Uber Eats, Nokia and Make My Trip. She reportedly <a href="https://www.marketingmind.in/reasons-why-alia-bhatt-has-become-popular-in-brand-endorsements/">has a brand value </a> of $98,10,700.<br /><br />Ranbir Kapoor reported has a brand value of ₹1.39 billion, according to Duff and Phelps' Celebrity Brand Valuation Report 2018. <br /><br />But together, both their fortunes could change and so will that of the brands they would be a part of. <br /><br />Together they have an estimated brand value of ₹2.77 billion<br /><br /><br /><strong>Deepika Padukone and Ranveer Singh<br />
  
  
  
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 </strong><br />The star couple Deepika Padukone and Ranveer Singh have around 40 brands together in their kitty. And some of them are competitors. For instance, Ranveer Singh endorses Make My Trip while Deepika promotes GoIbibo. <br /><br />But electronics brand Lloyd also brought them together to do what they do best--as newlyweds to endorse the company’s household electronics like air conditioners, LED TVs among others. <br /><br />According to a report by ESP properties, “<em>Their successive blockbusters and the buzz around their wedding for months before the event, was enough to earn them a spot in the top 3 brand favorite stars of the year.</em>” <br /><br />Ranveer Singh earns over ₹840 million from more than 20 brand he endorses. He charges between ₹30-40 million to ₹40 million per advertisement. <br /><br />Ranveer Singh earned ₹626 millions alone in 2017 from brand endorsement, said Forbes list of 100 celebrities for 2017. Deepika Padukone is the top earner in brand endorsements amongst actresses. She promotes 18 brands and earns ₹750 million. <br /><br />The brand <keyword id="3056668" type="PERSON" weightage="20" keywordseo="deepveer">DeepVeer</keyword> has an estimated value of ₹1.59 billion. <br /><br /><strong>Anushka Sharma and <keyword id="6354486" type="PERSON" weightage="20" keywordseo="virat-kohli">Virat Kohli</keyword> </strong><br /><br />
  
  
  
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<br />The trendsetters in the latest category however remain Virat Kohli, the captain of the Indian cricket team, and his actor wife Anushka Sharma. <br /><br />And without they have more than one ‘couple’ endorsement. Both of them together<a href="https://www.livemint.com/industry/media/myntra-appoints-virat-kohli-anushka-sharma-as-first-brand-ambassadors-1556879575460.html"> reportedly have a brand value of $200 million</a> with 40 brands in their kitty like Head and Shoulders, Pepsi, Celkon, Boost, Audi, Fastrack, Nivea, Puma, American Tourister and Uber.<br /><br />The two have also been featured together in a clothing brand advertisement, Manyawar, for which they did a sequel after their marriage. In fact, it was an ad shoot that brought this couple together as they met in 2013 while shooting for Head and Shoulders. <br /><br />They recently shot an ad for Google Duo where Anushka Sharma and Virat Kohli show their goofy relationship.<br /><br />“In 2017, #Virushka was evidently the year’s Power Couple.Colgate skillfully leveraged the fandom of both the stars separately this year.” said the ESP Properties report. <br /><br />Virat Kohli is the star of the brand endorsement <a href="https://economictimes.indiatimes.com/industry/services/advertising/virat-kohli-tops-powerful-celebrity-brands-list-with-a-brand-value-of-170-9-million/articleshow/67469396.cms">as he was listed</a> as the most powerful celebrity brand in the list of Duff &amp; Phelps at the brand valuation of $170.9 million. Virat Kohli is also the first Indian sportsperson to sign a deal worth ₹10 billion with Puma. Kohli signed the eight-year deal with the lifestyle brand last year.<br />

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If you are putting that rainbow filter on your logo, make sure you extend your allyship all round the year: Abhishek Satam of Alchemist Marketing

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Pride Month: Campaigns that started conversations and sparked change in India

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SonyLIV witnesses 3X increase in viewership with its recent sporting events

BI India Partner

5 Ads That Defy Social Taboos In India

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DeepVeer, Virushka and now Alia-Ranbir are power ‘couple brand ambassadors’

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