ACCO’s Pride Day Campaign Urges People to Rethink What It Means To Accept & Support, Marketing & Advertising News, AND BrandEquity


The ACKO insurance platform launched a Pride Day digital marketing campaign, celebrated to commemorate the inaugural Pride March. The film communicates a message, that while we have come a long way in recognizing the LGBTQ + (Pride) community, it doesn’t necessarily equate to true acceptance, we still have to work on it and make sure we can accommodate the LGBTQ + community. one of ours. if they belong to the group. The film urges us to rethink what it really means to welcome and become an ally of the LGBTQ community.

With Neeraj Kabi, the film opens with four friends reunited. As one of the friends, Rakesh Kapoor (RK), proudly shows that he changed his social media profile cover photo to the colors of pride in support of the community, the other friends give him a pat in the back, assuming RK has now learned of his son’s gender identity. The accidental revelation leaves RK speechless as he tries to come to terms with his own conflicting actions and emotions. This campaign was conceptualized by Leo Burnett Orchard.

Also read: Twitter Trends: Onida’s Devil and His Horror as an ActorThe film is based on Pride research conducted by ACKO and YouGov in June 2021, which found that only 2 in 5 Indian parents said they would support if their child was part of the LGBTQ + community. The campaign highlights this important point: “Publish pride, support pride, but more importantly, be ready to accept pride”.

Ashish Mishra, Executive Vice President of Marketing, ACKO General Insurance, said: “From denial to recognition, Indian society has come a long way in terms of attitude towards the LGBTQ + community (PRIDE). However, there is still a huge amount of work to be done to make sure that people are willing to accept, if one of their own is part of this community. The #TalkPride campaign is our way to move forward on this front ”.

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Pravin Sutar, Chief Creative Officer Leo Burnett Orchard said, “We’re so used to sharing our support for the LGBTQ + community on social media. But we never take a moment to stop and think about how open we will be to having someone in the family who identifies as the same. I think it’s time for the country as a whole to take a step towards accepting that love is love no matter how you choose to express it. “


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