Media lifestyle platform Godrej L’Affaire has launched its festive campaign celebrating inclusivity and sibling love with #CelebratingAcceptance. The campaign aims to celebrate diverse forms of love and challenge stereotypes.
The campaign has been conceptualised by the Godrej Corporate Brand & Communications team along with Agency09.
The film begins with a mother waking up the family, excited for the family’s first Bhaidooj. As she wakes up her son, she takes a moment to delve on a picture of her two young sons. As she goes on about getting things ready for the festival, she is happy to see her daughter – a trans woman – ready for the festivities. When her neighbour asks her, “Kaisi ho beti?” (how are you daughter?), she says, “Finally myself”.
The film features Pranit Hatte from the trans community and the brand film has the message ‘Riwaazo se Rishte nahi Bante, Hum rishton se Riwaaz banate hai’.
Sujit Patil, Vice President & Head, Corporate Brand and Communications, Godrej Industries Limited and Associate Companies (GILAC), said, “Godrej L’Affaire strives to work towards engaging followers with socially relevant conversations. With this video, we aim to capture the transformative journey of acceptance and love, showing that simple facets like this enriches our lives and makes our bonds stronger than ever. We hope this film encourages everyone to break free from preconceived notions and embrace a culture of acceptance across relationships.”
Parmesh Shahani, Head, Godrej DEI Lab, said, “At Godrej Industries, it has always been our attempt to promote inclusivity and diversity across all that we do. This initiative underscores our efforts to celebrate love – across all genders. Through this campaign, we hope to encourage the netizens of India to value relationships alongside customs and love their family members in all their beautiful diversity. This video beautifully captures how allies need to walk hand-in-hand with their family members and friends from the LGBTQIA community to truly make every milestone in their lives into a celebration of inclusion.”
Aadie Sawant, Senior Content Creator, Agency09, added, “Representation in today’s day and age is of the essence. Moreover, sharing the good side of things is pivotal to steer inclusion in the right direction. Being a queer individual myself, I felt very honoured to be in a position to conceptualise a narrative that celebrates acceptance such as this one.”
Feedback: [email protected]
