LGBTQ+ identities in the Indian audiovisual advertisements: A content analysis

Abstract

In the late 2000s, LGBTQ+ (lesbian, gay, bisexual, transgender, queer, and others) identities began to surface in Indian audiovisual marketing campaigns. By 2021, brands had produced at least 105 advertisements featuring LGBTQ+ identities. This research conducts an analysis of these campaigns, examining aspects such as their release date, featured characters, gender identity, sexual orientation, character age, narrative usage, genre, theme, and setting. The study reveals a substantial surge in advertising campaigns since 2018, with brands strategically launching them during Pride Month, Valentine’s Day, and Women’s Day. Characters embodying gay, lesbian, and transgender identities were most prevalent. Advertisements spotlighting gay, lesbian, or both gay and lesbian characters predominantly emphasised themes of love, featuring youthful characters and urban settings. In contrast, advertisements featuring transgender characters centred on human rights, with older characters and non-urban settings. Based on these findings, it is recommended that the number of LGBTQ+ marketing campaigns should continue to rise, diversifying character identities, ages, and settings while being released throughout the year.