Campaign details

Brand: Colors
Brand owner: Viacom18
Lead agency: Leo Burnett Orchard
Contributing agencies: Midas Next, Market Men, Hansa
Country: India
Industries: TV channels, services, programmes
Media channels: Cinema, Other & ambient media, Outdoor, out-of-home, Print - general, unspecified, Radio & audio, Social media, Television
Budget: 500k - 1 million

Executive summary

In India, being born intersex is the biggest misfortune that can befall a person. Superstitions and prejudices make them feared and ostracised in society.

Considering the social stigma attached with the issue, India's leading TV channel Colors did the unthinkable – it ran the story of a transgender protagonist at a prime time slot on a family GEC (general entertainment channel).