Section 377 verdict, might go into history as the most prominent verdict by the Supreme Court of India in 2018. It being a sensitive topic, it would have a nightmare for lot of copywriters to think that one perfect line that would communicate the message effectively and yet not create a scenario that could harm the brand. Though a lot of hype was built by news and media on the historical judgement, it seems a lot of brands were well-prepared with their take on the issue.
I had managed to save a few of the social media brand communications from various product / service categories. Here is the list of brands classified into product / service category they belong to.
News and Entertainment
92.7 BIG FM Mumbai
It was great to see a radio station show its support for the Section 377. An analogy with the music was a smart play of copy.
Well, I must it was a well set platform for the film. They capitalized well on it.
Bookmyshow highlighted the fact that how long it took for many to see the rule in their favor.
Colors TV showed their support with two key hashtags – 1) #PrideIndia and 2) a Hinglish one – #ChunoApneRang (which means ‘select one’s colour)
Dharma Movies widely famous for love story oriented movies, too jumped into the bandwagon.
FoxLife changed its logo colour to show their support.
MTV literally called for a party to celebrate the historical judgement.
It was very unusal for a English news channel to share a Hinglish message. Also, the use of hashtag #GayRightsWin seemed to be very trivial.
Sony Music India
Alcohol brand are generally seen promoting the concept of friendship, leadership, team unity etc, but surprisingly to capialize on Section 377 historical judgement, a few of alcohol brands too were seemed to be ready with their stance on the topic.
Black Dog Scotch Whisky
Food and Beverages
It could have been risky for food and beverages brands that are dependent on high volumes. However, it was interesting to see some support for Section 377 judgement come from major food and beverages brands.
Cafe Coffee Day
I guess it made perfect sense for lifestyle, apparel brand to express their take on the Section 377 verdict. It can be seen below how a few of youth centric and e-commerce brands shared their support.
A analogy with the delivery status of a consignment was a nice play by Flipkart team.
The Body Shop
Automobile / Travel / NGO / Publication
Right from a bicycle, motorcycle to a luxury car brand, everyone hit the road to travel this hype route that resulted from the historical Section 377 verdict.
I liked both the tweet copy and the copy on the image. Well, it takes a lot for a global brand to show their support for Section 377 verdict.
How could one not expect a quirky take from Durex!
It was a very cute way to express their support for Section 377 verdict.
Which one was your favorite? In case you came across a few more interesting messages, please comment and I will include them to the above list.