Indian fashion brand reaches for LGBT consumers

pinkclosetBY MATTHEW RODGERS
dot429

Fastrack is India’s largest youth fashion brand and appeals to a new, younger India. Their new ad campaign begins with a pink closet shaking back and forth. One side of the closet opens and a woman exits while adjusting her skirt. Then, the other door opens and another woman exits fixing her shorts. The commercial ends with the message, ‘come out of the closet, move on.’ Only once before in India’s history has there been an ad advocating homosexuality, in 2009 with an ad celebrating India’s decriminalization of homosexuality.

Fastrack’s Ad is yet another example of something in the advertising world called ‘branding equality’ in which a company seeks to address a social issue in order to portray their company as more progressive.

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