MUMBAI: The Year 2018 saw a new wave when the honorable Supreme Court of India decriminalized article 377. This historic verdict came across as a huge step in the direction of equality for the LGBTQIA+ community. This Independence Day, it will be for the first time that the community will rejoice the feeling of freedom, just like any other Indian in the country.
Celebrating this new beginning, one of India's leading general insurance brand, Bajaj Allianz General Insurance under its new brand identity, ‘Caringly Yours’ and WATConsult, the digital and social media agency from Dentsu Aegis Network joined hands to launch a campaign, titled ‘Pyaar Ki Azaadi.’
Leveraging all social media platforms, the brand launched a campaign video, showcasing the diversity of the world that we live in and the inclusion of the LGBTQAI+ community, as an extension of the brand’s core essence of care and inclusion. The video highlights this community coming together, cherishing and celebrating their true freedom to love, highlighting the sentiment of Independence Day that resonates with every Indian.
The campaign involves renowned equal rights activist, Harish Iyer who had appealed to the honorable Supreme Court in the section 377 case along with Rahul Gopi and R Balaji, members of LGBTQAI+ community and Alisha Pais, the musician. Playing an active role, the aforementioned personalities would leverage social media platforms for creating empowering and encouraging conversations for "Pyaar Ki Azaadi"
The talent starring in the film are from the community and the supporters of this community, standing up in solidarity. The film is designed to highlight the voice and sentiments of LGBTQIA+ persons with the poetic monologue complementing the sigh of relief when freedom ushers in. The video also aims at fostering a sentiment of care and inclusion towards this community.
Rajiv Dingra, Founder and CEO, WATConsult said, “Pyaar Ki Azaadi is a step to celebrate the unique feeling of independence on this very first Independence Day since decriminalization of all kinds of expressions of love between all genders under section 377 under the Indian Penal Code. This campaign is a step to spread a message of love, care, respect and equality. Bajaj Allianz General Insurance has always been an inclusive brand and this is an opportunity to acknowledge a new possibility of national inclusion in India in a never-seen-before way.”
Harish Iyer, Equal Rights Activist, Founder - The Jimmy Foundation, said, “Equality is not a privilege, it is our birthright. We all deserve the share of the equal sun. This initiative by Bajaj Allianz rekindles the flame of freedom within us. The fight for equality is a lifelong one. Initiatives like these will open minds and build an equal society that everyone can profit from. According to the World Bank report the economic cost of Homophobia is billions of dollars. In such a case - equality is the only true antidote to the recession-driven economy. Equality fosters profits. Equality fosters stability.”
