Background and Objective

In India, the stigma attached to homosexuality dates back to the British era, when it was criminalised considering that intercourse among two people of the same gender was unnatural. However, in present times, attitudes towards homosexuality have shifted slightly after the Supreme Court of India decriminalised homosexuality in September 2018.

Being a conscientious corporate citizen, our client, Senco Gold and Diamonds, mandated us to think of an event that would celebrate equal rights and establish the company's credentials in the 'inclusivity narrative' in India.

Research

After we received the PR mandate from Senco in April 2019, we researched about the LGBTQ community in India through the ages. We found several examples of prominent transgender individuals such as Shikhandi, Mohini, Raja Vongashon, Chitrangada, Raja Ela, Krishnakali, Brihannala, and Chandi in our epics – the Mahabharata and the Puranas. All of these individuals were respected/revered for their individuality and power.

Strategy