On the International World Homophobic Day, Times group in collaboration with FCB India has conceptualized an impactful ad film, ‘Times Out and Proud’. The ad film breaks stereotypes and showcases the issues faced by the LGBTQ+ community.
Objective of the Campaign
The Ad film is basically an apology note addressed to the LGBTQ+ community stating how the community was deprived of basic rights because of the archaic Section 377. The law has been changed but it’s still a long way to go to gain acceptance from society.
The idea of the campaign stems from the ‘Sindoor Khela’ ad film created last year which has won many prestigious awards. The agency and TOI were able to reach out to and connect with the LGBTQ+ community and that was the genesis of this campaign’s inspiration. Through the ‘Sindoor Khela’ ad film, they realized the firsthand issues the community faces and this campaign is the direct result of the interaction they had with the community.
Brief to the Agency
FCB’s CCO Swati Bhattacharya stated about the brief “It is high time that positive campaigns like these are done by good voices like Times Of India. I think classified is the oldest part of the newspaper. When you see the seeds of change being planted over there it is a game changer. With every campaign that TOI does they try and create a new normal for society. Even with this film they did the same. It is normal to be from the LGBTQ+ community. That is why the ‘Out & Proud’ campaign is clearly set in that direction.”
Sanjeev Bhargava, Director, Brand TOI speaking about the insight of this ad film said, “While the legislative change took place and there is a change in the legal status as far as the LGBTQ+ community is concerned. The impact of this change is just not there and acceptance is what we are seeking through this ad campaign. To get acceptance from the mainstream media is very important to embrace the community.”
Talking about the message that TOI wanted to convey through this ad campaign Bhargava commented, “There is an emotional journey full of trials and tribulations that the LGBTQ+ community goes through. Once people understand how difficult that journey is, the emotional hazard that the community had to go through for no fault of their own, when people truly realize what these personal stories are all about there will be acceptance. That is the message we want to bring about.”
The Ad Film already has more than 3 Million views on Youtube and the film is connecting with viewers on an emotional level. We believe TOI will earn the respect and love of its readers if it continues to do the right thing in every sphere of life.”