When India decriminalised Section 377 earlier this month, celebrations soared on social media. People showcased support to the Supreme Court's verdict by turning their profile pictures colourful, using hashtags, so on and so forth. Soon brands joined the bandwagon showing off their creative sides. With brand moments garnering headlines, some came up with the wittiest and innovative ones.
Durex, popular contraceptive brand in the country was much praised on social media for their highly creative post showing contraceptives are a must no matter the gender. And a week later, Durex has come up two more posts depicting popular scenes from famous Bollywood love stories. Section 377 Verdict is Being Celebrated by Brands: Swiggy Delivered Rainbow Cake And The Beer Cafe Has Special Offer!
The first caricature is a still from the evergreen song Pyar Hua Ikrar Hua Hai from the 1955 movie Shree 420. In the poster, they have replaced actress Nargis's with a man dressed like Raj Kapoor. Durex India posted the image with the caption: 'Pyaar se ab nahin darta hai dil. Celebrate the freedom of love with Durex. #LoveIsLove'. Section 377 Verdict: Flying Machine, Cafe Coffee Day, MTV & Other Brands Celebrate SC Judgment With Campaigns on Social Media
Here is the tweet:
— Durex India (@DurexIndia) September 10, 2018
The second poster is from the cult Bollywood movie Dilwale Dulhania Le Jayenge (DDLJ) where Shah Rukh Khan gives a hand to Kajol to get into the train. They shared it with the caption: 'Bade bade deshon mein aisi chhoti chhoti baatein hoti rehti hain! Celebrate the freedom of love with Durex. #LoveIsLove'.
Here is the tweet:
— Durex India (@DurexIndia) September 11, 2018
Last week the Supreme Court struck down Article 377 partially legalising same-sex relationships among consenting adults. A five-judge constitution bench, headed by Chief Justice Dipak Misra unanimously held that the members of the Lesbian, Gay, Bisexual, Transgender and Queer (LGBTQ) community hold the same constitutional rights as other citizens of the country. The decriminalisation of homosexuality was welcomed with cheers and celebrations by the LGBTQ community.