Creating a world free from prejudice for the LGBTQIA+ community
Updated On: 26 January, 2023 05:03 PM IST | New Delhi | IANS
The "Be an Asolut Ally" campaign was developed following in-depth interactions with diverse people from within the LGBTQIA+ community in India to understand their lived experiences, stories and perspectives
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Image for representational purpose only. Photo courtesy: istock
Absolut Glassware has long supported tolerance and diversity, which are at the heart of its beliefs, and believed in a world free from prejudice. The brand has supported the LGBTQIA+ community for over 40 years, promoting individuals to express themselves freely, as a testament to its concept. Be a #AbsolutAlly is the slogan of the first-ever Pride campaign it is launching in India this Pride Month.
The "Be an Asolut Ally" campaign was developed following in-depth interactions with diverse people from within the LGBTQIA+ community in India to understand their lived experiences, stories and perspectives. This was further aligned with a deeper cultural and digital scan. The big learning from the research was that despite progress being made on the legal front, little has changed at the societal and familial level for the community. Even though there is some representation in pop culture, there is still a fair bit of ignorance towards the realities of queer people in India. Hence, the need to sensitize cis-het people and enable them to be stronger and more trustworthy allies of the LGBTQIA+ community became the need of the hour. Therein, the idea of being an #AbsolutAlly was born.
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