Online ticketing platform BookMyShow is urging parents to love their children regardless of their children sexual orientation on Children's Day ( today).
The Indian supreme court, in a landmark decision, recently struck down Section 377 which criminalised homosexuality in India.
The campaign, conceptualised by BBH India, highlights the stigma that many Indian parents continue to face regarding the sexual orientation of their children but urges them to move beyond it.
Marzdi Kalianiwala, senior vice president of marketing and business intelligence, BookMyShow, said, “At BookMyShow, we believe that entertainment connects us all. Pursuant to the recent historic verdict of decriminalization of Section 377, we wanted to put across our perspective and what better way to portray it than through the lens of entertainment. This film is our attempt in reaching out to all parents and asking them to accept their children for who they are.”
Russell Barrett, chief creative officer and managing partner, BBH India, said, “The world of entertainment is probably the most egalitarian. There are no walls and no divisions here. In fact, entertainment brings people together, across geography, language, religion, sexual preference and class. In the light of the historic Supreme Court judgement on section 377, BookMyShow and BBH chose to play out a story of love and acceptance against the backdrop of the magic of the movies.
"We were keen to cast a real couple in the lead roles for so many reasons, the most important being, it was the right thing to do. We are so very proud to partner a brave, aware and modern brand like BookMyShow in this initiative and hope to do much more going forward.”
: 'Sunday Movie Day'
