Pubblicità con un 'tocco di cura'

On the occasion of the International Transgender Day of Visibility, Kaya Clinic became the voice for the trans community through their campaign ‘Beauty in Safety’. Kaya in collaboration with PeriFerry is upskilling trans women with salon skills in order to hire them at key Kaya clinics across the country.

Advertisements highlighting the transgender community, their issues and their societal depiction have challenged stereotypes. These ads gave them a platform that has eased their quest for recognition and respect.

Let us look at Vicks #TouchOfCare campaign that was released in 2017. The ad film narrated the story from the eyes of 15-year-old Gayatri, the adopted daughter of the transgender rights activist Gauri Sawant. The film redefined motherhood and the struggle her ‘mother’ faced.

Post the ad film’s release, Sawant built, a home for the children of sex workers and other disadvantaged children.

Take the case of Brooke Bond Red Label’s ‘Hum Hain Happy - 6 pack band’, a band of trans woman singers curated by music director Shamir Tandon. The musical ad film featured the six pack band sang their hearts out with a theme of relating with ‘happiness’ on a larger level.

On its release in 2016, the band became an overnight sensation and garnered 1.5 million views on YouTube. In an interview, when they were asked how much the scenario changed post its release, they revealed how for once they tasted respect in their lives and were treated as humans. They stated that how one video could literally transform the status of the transgender in the society.

When Delhi University student Meera Singhania Rehani was approached to be the lead in Bhima Jewellery’s ‘Pure as Love’ ad film, she revealed that, saying a ‘Yes’ to it and being a part of the film helped her become more comfortable with herself.

With a host of trolls ever ready to project hate, such ad films have highlighted brands’ risk taking factor. But, questions like ‘Are brands really going inclusive or is it just to ring a particular occasion?’ have often stirred debates or controversies.

For a community that has faced abuse and denial to education or a decent life, brands giving them a platform to ‘voice out’ will hopefully bridge the much needed gap and end discrimination.

We would love to hear your feedback. Do reach us on contactus@etits new.com or kashmeera.s@timesinternet.in or prasad.s@timesinternet.in. Buona lettura!

Kaya raises awareness about transgender rights in new campaign

Skincare brand Kaya has unveiled a new campaign 'Beauty in Safety', with the aim to raise awareness about transgender rights. The campaign is a step forward towards fulfilling Kaya's new mantra 'Beautiful you'. The campaign has been launched on the occasion of International Transgender Day of Visibility. Leggi di più **

IPL 2022: Spotify India's campaign makes life better with music**

Spotify India has released a new multi-lingual 15 film campaign to be aired in phases throughout Indian Premier League 2022. The campaign has been conceptualised and created by Leo Burnett India.

The 15 film campaign has been shot in Hindi for Hindi speaking markets, in Telugu for Andhra Pradesh and Telangana market and in Tamil for the Tamil Nadu market. The films are set in three scenarios. Leggi di più

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