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With office in Delhi
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Pride of Advertising - One of a kind initiative by Chimp&z Inc

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Client

Chimp&z Inc

Service

Social Media Campaign

 

 

Brief

To celebrate Pride Month of 2021 on our social media platforms in a unique way that was of, by, and for the advertisers. 

Insights:

 

Since the enactment of Sec 377 in 2018, a great number of people chose to come out and celebrate their true selves with pride. While talking about Pride Month, brands and people usually only focus on the hardships, struggles, and negativity associated with being ‘queer’. We, at Chimp&z Inc, decided to change this narrative.

 

Idea:

 

Through our #PrideOfAdvertising campaign, we took the narrative to a virtual celebration of Pride Month by showcasing successful, vibrant experiences of 17 queer and fabulous creative stars from the world of advertising and media and their coming-out stories of inclusivity and diversity in their workplace.

 

The campaign was planned into 2 phases

 

  1. It kicked off with a pre-buzz week where we shared interactive stories on our social media pages to get people Queer-ious about what was to come.

  2. Then, we launched the #PrideOfAdvertising campaign throughout the month, where we showcased the spectacular and interesting coming-out stories of 17 creative smiths from the world of brands, films, and advertising through a candid 'Q&A' series.

 

We had the best finale that we could have asked for: Onir, a National Award-winning filmmaker, graced us with his experiences. He is a global icon, known for being one of India's first activists for queer rights.

 

Here’s our #PrideOfAdvertising list:

 

Onir, National Award-winning filmmaker

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Tanya, Talent & Creative Head at Sugar Rush Media House

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Saikat, Make-up Trainer at a leading global makeup brand

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Sunny, Content Strategist & e-Commerce Content Marketing Expert 

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Abhijit, Celebrity Makeup & Hair Artist

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Mansi, Lead Copywriter at WATConsult

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Gaurav, Social Media Influencer

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Suvajit, Queer Artist

 
 
 
 
 
View this post on Instagram
 
 
 
 
 
 
 
 
 
 
 

A post shared by Chimp&z Inc (@chimpandzinc)

 

Krina, Design Lead at Schbang

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

 

Romario, Account Planner at Gozoop

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

 

Archit, Marketing Manager at The Red Pen

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

 

Ashish, Co-founder of Beunic

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

Priyesha, Social Media Manager & Content Creator

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

Yash, Founder of Humans of Queer

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

Anish, Brand Manager at Amaltas Apparel & Accessories

 
 
 
View this post on Instagram

A post shared by Dr Anish Prasad (@evanish123)

 

Dev, Associate Creative Director at AdGlobal 360

 
 
 
View this post on Instagram

A post shared by Dev Mitra Roy (@clicktionary)

 

Sumitro, Group Account Manager at Chimp&z Inc

 
 
 
View this post on Instagram

A post shared by Chimp&z Inc (@chimpandzinc)

 

 

Result:

 

  • The QnA series truly represented the emotions associated with coming out in the workplace as well as reactions to homophobic and transphobic slurs
  • The campaign was the talk of the e-town and got covered in 15 publications, three of which were international and twelve of them were national.
  • It articulated the true meaning of inclusivity by sharing real-life experiences
  • Positive feedback and appreciation poured in from everywhere.
  • The campaign had a total reach of 30,15,750m and a total impression of 30,41,527

 

We’ve all been part of various campaigns. But some truly leave a mark in our souls. This was one such power-packed campaign that truly brings pride and glory to each one of us at Chimp&z Inc. We take this moment to thank all our #PrideOfAdvertising stars and our in-house team. This campaign would not have been this impactful without the love and support of all those who commented, reached out to us, and appreciated the campaign. But hey, this is not the end. Because love will always be love. Today, tomorrow, and forever.

 

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