#RangDeBluedSe aims to spread awareness about LGBTQI rights: Sanyam Sharma, Blued

Sharma, Marketing Director, Blued India shares the message behind the new ad campaign launched just in time for Holi

Blued India

In India on September 8, 2018, the Supreme Court ruled out section 377 the archaic Victorian rule that had criminalised homosexuality. Since then brands have made impactful ad campaigns to spread awareness. We witnessed some of these hard-hitting ad films this Valentine’s Day 2019 by brands like Borosil and The Man Company where it was the first year in India where the LGBTQ+ community got to celebrate the day with their partners without any fear. This Holi, the Blued App launched an ad campaign #RangDeBluedSe campaign. The aim of the campaign is to showcase the wave of the joy of the gay community with diverse colours. 

Speaking about the ad campaign, Sanyam Sharma, Marketing Director, Blued India stated, “Showcasing love only for heterosexual is no more a choice, people from LGBTQ community are also looking to have a love in their life. Our focus to launch this campaign during Holi is to showcase that love is bound with diverse and beautiful colours. The gay community or LGBTQ community is represented by rainbow colours and showing the same in Holi will strengthen the community. Blued has always been keen to spread awareness about LGBTQI rights at large and we aim to continue doing so through this video to the community and more importantly educate the masses. It also brings our app USP in the limelight of finding a perfect match in the nearby area. Things are improving but we are happy to always be supportive and allowing people to live freely and celebrate their sexuality.”

Blued India unveiled the ad campaign on YouTube and the Blued app. The aim of the campaign is to showcase the wave of joy of the gay community with diverse colours. The recent verdict of the Supreme Court of India has spread happiness among the LGBTQ+ community. Embarked with a rainbow flag, it is represented as a symbol of peace showing diversity and love.

The short ad film represents the essence of love spread by the festival of colours. It showcased Blued organising a Holi party wherein men are celebrating Holi in the pool area with their loved ones. A guy who is looking for love ends up using the Blued app as it allows him to find his match in a nearby location. His mobile pops up with a new match notification and he is excited to find him. The video ends showing two men finding a perfect match between each other and wishing each other ‘Happy Holi’. The ad film showcases love that every community tends to enjoy and aim. With various colours showing diversity, the ad film also emphasises on the same line- ‘Uniting Colours’. 

The video campaign has been produced by Dancing Shiva Productions and Directed by Amit Khanna (Photography). 

exchange4media chatted with Sharma on the creative vision of the ad campaign #RangDeBluedSe and how they produced the ad film. 

Edited excerpts below:

Brief and Insight 
The concept of the campaign was around Holi, a festival celebrated across the country and how it transpires in the gay community. As the LGBTQIA community is vibrant, we wanted to create a special music video for the community to sing and remember.

Creative Vision of the campaign
Amit Khanna, Director of ‘Still About Section 377’ and I discussed the creative vision of the campaign. The vision is around finding the Mr Right in a group of people playing Holi and how the quest ends with the representation of Holi as a theme of this timid guy who has entered the Holi party by Blued.

Integration of the ad campaign 
We have integrated this music video with a share and win the contest, where users will land to an in-app activity in the app, which they can share among their friends and earn cash prizes.

Consumers nowadays support a brand that takes a social stand on an issue. Do you think a social approach works better than a functional approach? 
Social issues are quite complex, if dealt with sensibility and the right approach, it can create a strong brand presence in the society or it can backfire as well. Understanding the nuances of such issues is a must before you approach such a strategy for the brand building.

The message you wanted the consumers to take away 
The message behind this campaign is the colourful aspect of the LGBTQ+ community which is a perfect match for Holi, a festival of colour which is celebrated among India, regardless of religion, caste, sexuality etc.

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