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How did brands show support to Section 377 verdict !

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.

92.7 BIG FM Campaign

Andhadhun Film

Well, I must it was a well set platform for the film. They capitalized well on it.

Andhadhun Film


Bookmyshow highlighted the fact that how long it took for many to see the rule in their favor.

Bookmyshow Campaign


Colors TV showed their support with two key hashtags – 1) #PrideIndia and 2) a Hinglish one – #ChunoApneRang (which means ‘select one’s colour)

Colors TV campaign

Dharma Movies

Dharma Movies widely famous for love story oriented movies, too jumped into the bandwagon.

Dharma Movies Campaign

FoxLife India

FoxLife changed its logo colour to show their support.

Fox Life Campaign


MTV literally called for a party to celebrate the historical judgement.

MTV Campaign


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.

News18 campaign

Romedy Now

Romedy Now Campaign

Sony Music India


Sony Music Campaign

Tata Sky

Vh1 India

Alcohol Brands

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


Hoegaarden India



Smirnoff Campaign

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

Dominos India




KFC India

Paper Boat


Pringles India



Starbucks India

Starbucks India Campaign


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.


Fastrack Campaign


A analogy with the delivery status of a consignment was a nice play by Flipkart team.

Flipkart Campaign



Letspurplle Campaign




Myntra Campaign


PepeJeans Campaign



Spykar Campaign

Tanishq Jewellery

Tanishq Campaign

The Body Shop

The Body Shop Campaign

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.

Atlas India

Atlas Campaign


BMW Campaign


Goibibo Campaign


Indigo Campaign


Ola Campaign


TLC Campaign


Uber Campaign

Volvo Auto

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.

Volvo Auto Campaign


How could one not expect a quirky take from Durex!

Durex Campaign

Pet Sutra

It was a very cute way to express their support for Section 377 verdict.

Pet Sutra Campaign


ScrollScroll Campaign

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.


I am presently employed as Associate Director (Paid Media) at Performics.Resultrix, a Publicis Groupe company. Prior to this role I was employed with HCL Technologies as Senior Manger (Digital Marketing). My earlier digital marketing assignments were with ZenithOptimediaIndia (Publicis Groupe) and AdGlobal360. You can follow me on Twitter @anandan22 for all conversations on digital marketing.

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