Godrej L'Affaire promotes inclusivity and challenges stereotypes in new Bhai Dooj campaign

The campaign created in partnership with Agency09, redefines the meaning of sibling relationships

BuzzInContent Bureau
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Godrej L’Affaire, the lifestyle platform by Godrej Industries and Associate Companies (GILAC) has launched a new digital campaign #CelebratingAcceptance, on the occasion of Bhai Dooj.

The campaign aims to capture the notion surrounding a regular sibling bond and promote inclusivity and celebrate diverse forms of love, while also challenging stereotypes. 

Conceptualised by the Godrej Corporate Brand and Communications team along with Agency09, the film aims to showcase the true meaning of the sibling bond by portraying the emotional journey of a transgender woman and her brother, therefore initiating conversations about acceptance and support. In a world where stereotypes and prejudices continue to persist, Godrej L'Affaire seeks to challenge these biases through a compelling brand film.

The brand film focuses on the sibling bond of a transgender woman, and her brother celebrating their first Bhaidooj. The film begins with the trans woman's mother waking up the family in excitement for the first Bhaidooj celebration in their household. The trans woman reveals her true identity in beautiful traditional attire, leaving everybody in awe of her transformation, when asked by her neighbour “Kaisi ho beti?” (how are you daughter?), she replies “Finally myself” contently. The film concludes with the neighbours and her family accepting her true identity and continuing their celebrations.

Featuring Pranit Hatte (Ganga)(she/her) from the trans community, the brand film delivers a  message about love, acceptance and the importance of understanding and nurturing inclusive relationships.

The campaign, aims to emphasise the importance of relationships over traditions, highlighting that, ‘Riwaazo se Rishte nahi Bante’ (Relationships aren't built on traditions), but instead ‘Hum rishton se Riwaaz banate hai’ (We create traditions through relationships).

Sujit Patil, Vice-President and Head – Corporate Brand and Communications, Godrej Industries and Associate Companies (GILAC), said, “Godrej L’Affaire strives to work towards engaging followers with socially relevant conversations. With this video, we aim to capture the transformative journey of acceptance and love, showing that simple facets like this enriches our lives and makes our bonds stronger than ever. We hope this film encourages everyone to break free from preconceived notions and embrace a culture of acceptance across relationships.”

Parmesh Shahani, Head - Godrej DEI Lab, said, “At Godrej Industries, it has always been our attempt to promote inclusivity and diversity across all that we do. This initiative underscores our efforts to celebrate love - across all genders. Through this campaign, we hope to encourage the netizens of India to value relationships alongside customs and love their family members in all their beautiful diversity. This video beautifully captures how allies need to walk hand-in-hand with their family members and friends from the LGBTQIA community to truly make every milestone in their lives into a celebration of inclusion.”

Aadie Sawant, Senior Content Creator - Agency09, Ideator and Screenplay writer for this campaign said, “Representation in today’s day and age is of the essence. Moreover, sharing the good side of things is pivotal to steer inclusion in the right direction. Being a queer individual myself, I felt very honoured to be in a position to conceptualise a narrative that celebrates acceptance such as this one.”

Aap rishte nibhao, Riwaaz toh saath aa hi Jaenge campaign:

Agency09 Godrej L'Affaire inclusivity stereotypes Bhai Dooj campaign #CelebratingAcceptance Pranit Hatte Sujit Patil Parmesh Shahani Aadie Sawant