Society & Culture

From Axis Bank to Dabur’s bleach cream, how brands miss the mark on queer marketing

Nov 15, 2021 | 25 mins

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On the third anniversary of decriminalisation of same sex relations on 6 September, Axis Bank announced new policies for employees and customers from the LGBTQIA+ community. This included a provision for queer couples to open a joint account. But when Anisha Sharma and Bhakti Chachada went to do just that almost two months later, nobody at the bank knew what they were talking about. 

Around that same time, Dabur released a Karwa Chauth ad for their Fem Gold bleach cream featuring two women fasting for each other. It was ultimately taken down after objections from Madhya Pradesh Home Minister Narottam Mishra. But the queer community was not happy with the advertisement either.

On this episode of Pride & Prejudice, reporter Suryatapa Mukherjee speaks to Anisha, Bhakti, and Gaysi Family editor Tejaswi, to find out how brands get things wrong when marketing to the queer community. Tune in. 

Show notes:

The Lure Of The Pink Rupee | Forbes
Axis Bank’s Harish Iyer speaks to journalist Faye DSouza
Transphobic show provokes protest, Netflix employees storm out of office | WION News
Spotify CEO Defends Keeping Transphobic Joe Rogan Podcasts Online | Vice  

Customer questions & answers

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    Robert Fox

    August 25, 2022

    White white dreamy drama tically place everything although. Place out apartment afternoon whimsical kinder, little romantic joy we flowers handmade.
    • Agon

      Robert Fox

      August 25, 2022

      White white dreamy drama tically place everything although. Place out apartment afternoon whimsical kinder, little romantic joy we flowers handmade.

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