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Why we should welcome brands to celebrations on the striking down of Section 377

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Vandana
VandanaSep 10, 2018 | 14:39

Why we should welcome brands to celebrations on the striking down of Section 377

September 6, the day the Supreme Court declared that the right to equality for Indians extended to the right to love, partially striking down Section 377, will not just remain memorable for the verdict, but for also how the historic ruling came to be celebrated by people cutting across sexual orientations.

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India's party: The entire country celebrated the striking down of Section 377. (Source: Reuters)

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The gay, the straight, the confused everybody erupted in joy to celebrate the right to just be whoever one is or chooses to be.

There were those who stood by the LGBT community in their long struggle for justice — and there were also those who had remained oblivious to the whole fight and why it mattered so much. Not to be left behind were brands that seized the moment and stepped out to express their joy and support.

No sooner was the verdict announced that brand after brand started painting their logos and products in rainbow colours, joining the party that had been thrown open to India as homosexuality was decriminalised. But as these advertisements were put up on social media platforms, there was instant condemnation for brands trying to capitalise on the development and appropriate the fruits of the victory.

Companies were questioned about where they had been all this while when members of the LGBT community fought a long, solitary and arduous battle, facing abuse, ridicule and even sexual exploitation, only for being who they are.

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So, should brands not be allowed to celebrate now because they were missing from the fight so far?

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 But it is not true to say that the entire coprorate world was busy minting money elsewhere when the LGBT community was waging a battle for existence. An example for this would be Myntra's ‘lesbian’ ad for the brand Anouk that went viral in 2015.

Last updated: September 10, 2018 | 14:39
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