The Times of India (TOI) has collaborated with FCB Ulka to launch an initiative “Times Out & Proud”. This campaign is aimed to empower the members of the LGBTQ community to live a dignified life with acceptance and pride.
With this campaign, TOI hopes to carve out a mainstream space for members of the community who identify as LGBTQ to interact, share and collaborate with the entire Indian population. The initiative is conceptualised as a continuous series of multiple initiatives across print, digital, TV, radio and on-ground. Through various content, interactions and activations, the campaign will aim to better integrate the LGBTQ community and raise awareness of their issues.
As a part of the campaign, TOI launched the Times Out & Proud Classifieds on the International Day Against Homophobia (IDAHO). The campaign film launched on TOI’s digital platform, portrays the story of people from the LGBTQ community and their families who have been living with a hope of an inclusive world. The film offers a sneak-peak into the lives of the people who have endured all societal discriminations as they pour their heart out in the classifieds columns.
Sanjeev Bhargava, director, brand TOI, said, “At TOI, we believe in celebrating the differences in an inclusive society. The LGBTQ community has always had a place in our hearts, now they also have a special place in our paper. Through this campaign, we aim to provoke the readers to debate archaic notions and adopt a progressive outlook towards modern living. Acceptance and inclusivity are two biggest challenges for all those who are born different or choose to be non-conventional. Through the Times Out and Proud campaign, we hope readers would join hands with us to tackle prejudices and extend a warm welcome to the LGBTQ community to live happily and productively alongside the mainstream.”
Swati Bhattacharya, CCO of FCB India said, “There is nothing like transsexual jealousy, heterosexual laughter, homosexual silence. If we all feel the same things we must be the same. A classified column is the oldest part of the newspaper, one that concerns itself with life, death, birth, job, issues that concern members of LGBTQ community as well. This shall serve as the perfect reminder to humanity that there’s more to connect us than divide us.”
Jason Samuel, Creative Supervisor, FCB Ulka added, “The most powerful ideas are simple yet life-changing. We wanted to give a voice to a people who didn’t have one for so long. So we gave the LGBTQ community their very own classifieds section in The Times of India. A place where they can stand up, speak freely and celebrate each other. Identifying as an LGBTQ individual is something to be proud of. We wanted India to know that.”
Client : The Times Of India
Creative Agency : FCB India
Creative Team : Fred Levron, Swati Bhattacharya, Keegan Pinto, Jason Samuel, Vishakha Khattri, Anindya Banerjee, Shailesh Khandeparkar, Nikhil Kerkar, Amol Annaldas
Account Management : Rohit Diveker, Raghav Mahendra
Director: Jaydeep Sarkar
Producers : Prithvi Raj Luthra and Radhika Puri
Production House : Native Films