This Romantic Indian Campaign Celebrates #FirstValentines Following LGBT Law Change

Last year India’s Supreme Court officially decriminalised homosexual sex, finally revoking Section 377 of its constitution. And this February 14th, local homeware brand Borosil is celebrating the fact that gay and lesbian couples will finally be able to enjoy Valentine’s Day without fear of prosecution. 

The touching campaign film #FirstValentine depicts a lesbian couple talking about how over the years the annual love-stravaganza has proven difficult to deal with as they have not been able to demonstrate their love in the same way that heterosexual couples can. 

Speaking about the decision to tackle the topic, Priyanka Kheruka, head of brand, Borosil said, “We at Borosil have always believed in having a positive impact as a brand that belongs to and relates to all. The Decriminalisation of Section 377 was a big milestone for India as a country and its citizens. We are celebrating this victory of universal love this Valentine’s Day."

Borosil are not the first Indian brand to lean into the LGBTQ+ community following the reversal of Section 377. Last year BBH India launched a campaign for Children’s Day urging parents to accept and embrace their gay children and to love them for who they are. The spot for BookMyShow featured a family trip to the cinema where a young gay man talks about how his family have gradually come to accept him and his partner.

Brands seeking to depict same-sex relationships and tap into community still face some challenges as attitudes remain mixed, but speaking to leading figures in the local creative industry, it seems that brands and agencies are keen to use their influence to normalise and destigmatise.