• LOTUS :
    LOTUS ROOTS
  • CATEGORY :
    DIGITAL & SOCIAL LOTUS
  • ENTRANT COMPANY :
    DDB MUDRA GROUP, MUMBAI
  • TITLE :
    WORDS OF PRIDE
  • BRAND :
    DISNEY STAR
  • ADVERTISER :
    STAR INDIA PRIVATE LIMITED
  • AGENCY :
    DDB MUDRA GROUP, MUMBAI
  • PRESIDENT :
    VANAJA PILLAI
  • GROUP CHIEF DIGITAL OFFICER :
    PREETHAM VENKKY
  • CHIEF EXECUTIVE OFFICER :
    ADITYA KANTHY
  • CHIEF CREATIVE OFFICER :
    RAHUL MATHEW
  • EXECUTIVE CREATIVE DIRECTOR :
    DEBASHISH GHOSH/VISHNU SRIVASTAV
  • CREATIVE DIRECTOR :
    SNEHA IYER/SHYAM NAIR/SHRUTI PARULEKAR
  • CREATIVE HEAD :
    ISHAN MEHTA/DIYA SARKER
  • ART DIRECTOR :
    SURAJ KOLHAPURE/SHRADDHA PATIL/ANKITA MORE/
    MOHIT PATIL/GAURANGI GOKHALE/ASHITA VORA/
    SHIVANI BORSE/SUNNY JHA/SHIVANI BANSAL
  • COPYWRITER :
    SRISHTI SINGH/PAVITHRA NAIR
  • SENIOR CREATIVE PARTNER :
    RESHMI GHOSH
  • CREATIVE PARTNER :
    SANSKAR HASSANANDADAN
  • ASSOCIATE CREATIVE PARTNER :
    RAHUL MOKHASI
  • AGENCY PRODUCER :
    JAY GAIKWAD/YASH RAJWANI
  • TECHNICAL DIRECTOR :
    MANOJ JAGANNATH/SN KARTHIK/SHIVANANDADN LAXMANAN/HEMANTH KN/VIJAY KHAMITKAR/
    AARON KHARE/HITESH INDAP/SUNIT MANCHANDA/
    TARUN BISWAS/THEJUS KV
  • CONSULTANT :
    PRIYA NATHAN
  • ANIMATOR SPECIAL EFFECTS :
    AMOL LAD
  • CONSULTANT :
    PRIYA NATHAN
  • CLIENT SERVICE DIRECTOR :
    SHIKHA DAVESSAR/GAURAV MAGOTRA/KEN SEKHAR
  • ACCOUNT DIRECTOR :
    APEKSHA PANDEY/CHRISTOPHER MERGO/NUSSARAT IBRAHIM
  • ACCOUNT MANAGER :
    VINIT WALA/INAS SHAIKH/YASH JESHWANI/AKASH TIWARI
  • STRATEGIC PLANNING MANAGER :
    RACHITA GOEL/ABHISHEK SHASTRI
  • NATIONAL STRATEGY HEAD :
    MEHAK JAINI
  • LINGUISTS AUTHORS :
    THE GAYSI FAMILY
  • FILM PRODUCTION COMPANY :
    STAR HOPPER, MUMBAI
  • DIRECTOR :
    VARSHA PANIKAR
  • EXECUTIVE PRODUCER :
    ASAWARI JAGUSHTE
  • CULTURAL CONTEXT EXPLANATION :
    One of the oldest civilisations in the world, the 700 spoken, 22 official Indian regional languages already had all the words. Words that were all but forgotten.
    So even with the repeal of the archaic law criminalising same-sex relationships, hate crime, biases and casual sexism continued. Because people didn’t know the respectful words.
    Words of Pride aims to change this because we believe that when we have the right words is when everyone feels like they belong.
  • ENGLISH CONTEXT EXPLANATION :
    In India only 10% of the population speaks English. The rest of the country who rely on the 700 spoken languages and 22 official languages - most only know derogatory words for the community in their native tongue.
    People’s native-language is what makes them feel closer to their identity, family and the society.
    Hence only language had the power to shape the world.
    For a brand that enjoys the position of being the nation’s storyteller, this was our effort to ignite change by spearheading a new dialogue on the values associated with LGBTQIA+ communication.
    Because while the world was evolving, it was time our words did too.
    We created Words of Pride - a website glossary of 246+ respectful words for the community in 7 regional languages was launched on September 6, 2023, the 5th anniversary of the repeal of Section 377, which decriminalised same-sex relations between consenting adults.
  • URL :
    https://wordsofpride.disneystar.com/en