Kalki Koechlin, known for her unconventional choice of roles in films, features in a new digital campaign supporting freedom of speech and thought, privacy, and same sex love. The campaign is totally against surrogacy in liquor advertising and reflects it in the video.
With Kalki as the focal point of the campaign, the video addresses issues like LGBT (Lesbian, Gay, Bisexual, Transgender) that patriarchal and conservative societies grapple with in their struggle to modernize. The campaign refers to same sex love also referred to as forbidden love, and proposes freedom to love whomsoever we want to, without discrimination on the basis of caste, sex, religion, or region. It highlights the frustrations of Indian youth not allowed to make their own choices.
Actor *Kalki Koechlin* says, “There is a need to address issues head on if we wish to see a change. IICE Vodka’s bold, quirky, fearless and ready to face the future brand position is well articulated in these campaigns. I believe the brand will build a lot of loyalists among its consumers and I am excited to be part of this journey”.
In India same-sex love is a big taboo and while the country’s LGBT community is no longer as invisible as it once was, there are still plenty of legal and social hurdles to overcome before we are anywhere close to the West in terms of acceptance of their rights. Nobody should be persecuted for being born a certain way, or for loving someone. The effort behind the digital ad campaign is to inspire young Indians to find the courage it takes—and it takes a lot—to come out and love themselves for whom they are.
