MUMBAI, INDIA — India is seeing a world of changes in terms of how we perceive things as well as how we express ourselves. As we continue Pride celebrations, the voice of the queer community is getting louder and prouder, rising above every obstacle and naysayer.
This Pride month, Livon, in collaboration with the Ogilvy Content Force, takes the initiative to move away from the cookie-cutter, age-old definition of self-expression and representation, breaking away from a world of binaries to truly celebrate the rainbow side of life.
“Uncut,” the brand new series by Livon, is an initiative to freely talk about things that are usually swept under the rug. But being true to the brand ethos of self-expression, they have launched the series with #ExpressWithPride, co-creating with a host of young, opinionated, and talented queer creators who have spoken their minds about pertinent issues starting from what it’s like being non-binary in India to how their professional lives are impacted by their sexuality.
The activity has been rolled out in an integrated manner, starting with videos and promos on YouTube with teasers on Instagram as well as Spotify ads to have maximum impact and reach.
The campaign has struck a chord with the audience due to the sheer unfiltered and fresh nature of its content which steers away from the usual tokenism seen prevalent during Pride. For the first time ever, a brand was not just turning into a rainbow sign or talking about their coming out story but instead, highlighted not just major issues pertaining to the LGBTQIA+ community but all the little things that matter as well.