Going beyond tokenism: Queer community addresses advertisers...

It is 2023 and the ads are largely narrated and seen through heteronormative glasses. To challenge this and show what inclusion truly is, the queer community shares opinions on the advertising industry. Here’s what it reads.

In today’s world, where messages are delivered through digital screens, billboards, and social media feeds, advertisers hold great power to shape perceptions, challenge norms, and inspire change. With this great power, however, comes a responsibility to represent the LGBTQIA+ community as well, a little more accurately beyond the cis-gender lens.

The queer community, whose stories are missing from the bigger picture -- wants to be seen, heard and understood for what they are. They've grown tired of being confined by labels, tokenistic behavior, and rainbow logos popping up during Pride month. 

In the past few years, there have been a few advertisements that have taken noteworthy strides.

The year was 2013 when Titan Fastrack’s ‘Come out of the closet’ campaign told the story of two queer women. This was one of the first times when the queer community was represented in ads.

While in 2017, Vicks’ #TouchOfCare campaign told the story of a transgender mother and in 2020, Brooke Bond Red Label tea showed a woman breaking free from her preconceived notions about transgender individuals aiming to turn prejudice into acceptance.

After #377 was ruled out in September 2018, OKCupid’s ‘&t=58s" target="_blank" rel="noopener" title="">Love at first pride’ campaign in 2019 portrayed three queer people with the brand aiming to highlight their dating life, trying to normalize love and relationships beyond the binary genders. While in 2022, Dunzo in their ‘Make room for more pride’ campaign, talked about how inclusion is often considered seasonal and addressed the issue of tokenism that the Queer community faces in the A&M industry. 

Also Read: How can brands get their LGBTQIA+ representation right?

And this year, Future Generali featured two queer couples on the billboards. And probably for the first time, the Indian OOH space saw a queer couple.

With a hope for a future in which advertising not only mirrors their experiences but enthusiastically celebrates their authenticity beyond the pride month, the queer community shares their voices with advertisers, speaking about their expectations and hopes. Here’s what they have to say.

Suhail Abbasi (he/him/his), Co-Founder & Chairperson, The Humsafar Trust

“Changing the colors of your logo to rainbow colors during the Pride month is not enough, please create inclusive policies, hire people from the LGBTQ+ communities and create a safe environment for them. The colors of our rainbow don't fade away on June 30th, we exist through the year."

Nilakshi Roy (she/her)from Sweekar, a parent of an LGBT child and a retired professor of English.  

“I believe that advertisers need to do some more homework to correctly break stereotypes and be more inclusive in their outlook. Though in the past few years, a few great ads have stood the test, many have been problematic. I wish they would talk to learned members of the community, actually, hire them to advise them / sensitize them periodically. That would put the stamp of authenticity, accuracy, and sensitivity in their portraiture. The Bhima jewelry ad called Pure as Love comes to mind. And Amul’s ‘out of the closet, out of the fridge’ as well.”

Shyam Konnur (he/him/his), Founder and Director, Mist LGBTQ Foundation

"I feel the advertising industry has 2 parts some of them are amazing showing inclusiveness in their brand and some of them have been pink-washing. I would encourage the brands that are showing inclusiveness. And the brands that are coming up with rainbow products just during pride month and trying to sell them with no inclusive policies at their work place or any messaging in their advertising it will not work, the community has questioned such brands in past and will continue to do so."

Patruni Chidananda Sastry( they/ them), Drag queen, Dragvanti

“I think the advertisers need to re-think to whom the advertisements are addressed too. Many times companies think that their customers aren't representing queer people and a random pink-washing statement is usually used for the purpose of checking the box. But, one needs to understand customers can be queer too, and if they don't be inclusive, they would move on. Also, the idea of representation is really important, bi and pansexual people are never been represented in mainstream ads which needs to change.”

Ank (she/they), Content Creator

“I’m NOT a token. Every queer person is different just like every heteronormative person is! I understand visuals play a big part in advertising however nobody likes being categorized or put into a box.”

Suraj Namboodiri (he/him), Fitness coach (freelancer/f45 training) 

“As an advertising student & as a queer person, all we would expect is some research, and interviews with respective scenarios, situations, and gender identities before actually drafting a script. PS- if you want to tell queer stories, and struggles, hire queer artists, writers, and researchers for the same. Make sure the ad actually resonates with queer folks/audiences to whom you are actually writing/reaching. Make sure the effort actually delivers.”

Sagar Kadam (he/him), Stylist  

“Don’t put a character of a queer person out from your perspective. Rather put the character from a queer person's perspective. we see queer representation on tv mostly it’s from a heterosexual perspective but I would rather like to see it from a queer person’s perspective. Because that makes a big difference.“ 

Rayyan Monkey, (she/ her/ they), Co-chieftess and Creative Director at Fatsmeagol Collective, Certified Diversity and Inclusion Consultant 

“Advertisers need to be authentic in their support of the community. Today in India there is a lot of shallow Rainbow Capitalism. For example, a dating app brand held the PRIDE Weekend event in both Mumbai and Delhi. Yet even today a whole lot of Transwomen get arbitrarily banned from the app, sometimes with a claim that they are soliciting sex work, even if they weren't. At the event, the brand even had transgender folks as performing artists and hosts on stage. This seems exploitative of the transgender community. 

This PRIDE month I spoke to brands and advertisers about doing content around Marriage Equality rights, an issue that affects the community and is one that considerable LGBTQIA+ folks are concerned about. But they only wanted to talk about Love for all, or Love is Love.  

While I love, respect, and appreciate all of the upper-cast Hindu queer icons of India, I desperately need intersectional representation. We need a lot more visibility of the Muslim and Dalit community for instance.”

To embrace their role as catalysts of change, advertisers must remember that conversations are important to rise above the status quo. After all, advertising isn't just about selling products but about shaping culture, influencing perceptions, and fostering inclusivity.