India’s first lesbian ad goes viral, crosses one million views


Indian’s first lesbian ad by e-commerce firm Myntra goes viral. The ad was widely viewed since it was released on the social media on May 28th and it has crossed one million views on Youtube. Titled 'The Visit', the ad for a fashion portal's ethnic wear collection has received over 1,370,035 views on Youtube.

The ad was shot aesthetically and it depicts how two girls living together dressing up, chatting and highly looking forward to meet one of the girl’s parents coming to their abode. The other girl seems little tensed whether her partner’s parents coming to see her.

"We tried to avoid the stereotypes associated with gay people. There was no one woman looking more masculine or feminine in the film. We tried to give it a candid feel like it is any other couple being apprehensive about meeting the parents," says Avishek Ghosh, co-partner of Hectic Content, the production house that made the film conceptualized by ad agency Ogilvy & Mather, Bangalore.

"The ad has got 3 million views across social media like Facebook, YouTube etc," says Manish Aggarwal, VP (marketing) at Myntra Fashion which is promoting the ad.

The visibility of same-sex couples is what makes this ad appropriate says LGBT rights activist Ashok Row Kavi. "This is a bold statement. Lesbians around the world have been in the news, they are getting married and fighting for their rights. This is what society sees, same-sex couples living happily, and there is a huge audience that accepts this," says Kavi.

Says ad-man K V Sridhar, "This trend started last year, with Fastrack ads that hinted homosexuality, Tanishq that showed a re-marriage etc. In India, while living in is still a shock, this ad has gone a step ahead. It is commendable."


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