4 minute read
LOOKING THROUGH A QUEER LENS
LOOKING THROUGH A QUEER LENS
We often find ourselves praising and discussing how the tables have now turned and the Queer community has gained more recognition and representation in foreign mass media but what we tend to ignore is how things are changing for the good in the Indian media industry as well. Even though we have a long way to go but for a country that has recently decriminalized homosexuality, it’s a great deal to be able to witness the portrayal of the queer community in a more sensitive and inclusive approach. The Queer Indian experiences and issues have gained representation in the Mass Media through various platforms such as Films, Series, Advertisements, Film Festivals, etc.
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Still from the film Fire, starring Shabana Azmi and Nandita Das
Earlier, the films showed homosexual characters as effeminate who added no meaning to the story and were there to add insensitive humor or comic relief to the plot. However, now, the world view of the producers as well as consumers has changed and we see the portrayal of homosexual characters in the light of significance to the plot of the movie or series. ‘Fire’ (1996), the movie that started it all.
One of the first Indian queer films, a classic, Fire, was way ahead of its time as it depicts a lesbian relationship tangled between two unhappy arranged marriages.
Even when homosexuality was a hush-hush topic in India and wasn’t widely accepted in Indian culture, this film featured an honest and significant representation of the LGBTQ characters and stirred violent aftermath.
Ayushmann Khurrana in a Still from Shubh Mangal Zyada Savdhaan
Another one of the most progressive movies is ‘Margarita with a Straw’ (2014) by Shonali Bose which revolves around two topics that are not popular in Bollywood, disability, and bisexuality. This raw and brilliantly executed movie shows the realization of the protagonist about her bisexuality and eventually finding love. It is not only about accepting one’s sexuality but also normalizing the idea of people with disabilities expressing their sexuality.
Poster of the film 'Margarita With A Straw'
Recent movies like ‘Ek Ladki ko Dekha Toh Aisa Laga’ (2019) by Shelly Chopra Dhar and ‘Shubh Mangal Zyada Saavdhan’ ( 2020) by Hitesh Kewalya are a few such movies that left a mark on Indian cinema by their relatable depiction of struggles faced by the queer for acceptance by their families.
Still from the film 'Ek Ladki Ko Dekha Toh Aisa Laga'
Previous references to homosexuality in ads were made to infuse humor. If advertising mirrored societal attitudes, then they would tend to establish homosexuality as atypical, something that could either frighten people or tickle them into insensitive laughter.
Moving on from humorous references to gays and lesbians to a sincere recognition of them as equals, ads these days mark a paradigm shift in the way homosexuality is depicted in Indian advertising. Previous references to homosexuality in ads were made to infuse humor. If advertising mirrored societal attitudes, then they would tend to establish homosexuality as atypical, something that could either frighten people or tickle them into insensitive laughter.
In a realistic evolution, brands like Titan, eBay, Brooke Bond’s - Red Label, Vicks, etc present ads that delve deeper into the issue. They portray queers as individuals confident about their identity and unapologetically nonconformist.
An advertisement that fills our hearts with warmth and love is that of Vicks. What sets it apart from other advertisements is the beautiful portrayal of a ceaseless bond between a daughter and a trans woman, Gauri Sawant who, against all odds, is raising Gayathri as her own.
The advertisement sheds light on how a trans woman is denied custody of her daughter because it's still illegal in our country.
It breaks the social norm of trans women not qualifying as mothers. Vicks takes up this issue for their campaign #touchofcare because Vicks is a product that has stood for family care in India.
Accessories brand Fastrack launched a commercial that ruffled a few feathers with its LGBT theme. The Commercial, which became an instant Internet sensation, opened with a shot of a trembling closet but instead of a man and a woman, two girls emerged from the closet and looked at each other meaningfully while the tagline read:
The sole message of this ad was to encourage individuals belonging to the LGBT community to freely express their sexuality.
Fastrack's Ad campaign
Jabong's ad campaign
Jabong’s campaign is a contemporary take on the brand’s positioning of ‘Be You’. The commercial portrayed men wearing bridal nose ring along with heels and girls wearing green lipsticks with turbans. The brand attempts to break the cliches of fashion by being bold by featuring men and women in various unorthodox and gender-bending outfits and accessories representing Gender fluidity. The brand is reiterating the idea of individuality to inspire and encourage the youth of India to be comfortable in their skin.
Other prominent brands like Amul, Close up, Myntra, Tanishq, Hidesign, and Times of India have also expressed their support towards the queer community through commercials, initiatives, and social media posts.
From the times when characters had to stay in the closet and would hardly talk openly about their sexuality and gender, to now, where they can come out of the closet and take pride in defining their identities. The strides made towards representation and equality of the Queer community in mass media in the past few years are remarkable but true equality has not been achieved and will not be achieved until Queer characters can be found across all forms of mass media, treated with respect and reflect the diversity of the community.
By Elizabeth Reji and Kashish Chopra
