The premise of this ad from V-Guard, featuring a young gay Indian couple, is simple: Love and respect can slowly chip away at prejudice at hatred.
The old man in the ad seems to be set in his ways, expressing hatred against the young gay couple, just because they exist. While the ad might portray ideological changes that feal near-impossible to be real, it helps normalise LGBTQ+ relationships in a culture that’s been historically closed off to equality.
“This isn’t ok”
“They love each other”
“What sort of love is this?”
“No, no!”
“Where’s he?”
“The two of you?!”
“Hello aunty, is uncle ok?”
“How did you find out?”
“He didn’t throw anything from upstairs today, that’s why we came here”
“He is…. hmm….”
“What happened?”
“You?! What are you doing here?”
“Uncle we missed you, so we came over. If you need anything, just let us know, we’ll bring it”
“We pass by here every day, you know that, you see us…”
“Wait son, won’t you wish us ‘happy new year’?”
“Start the new year with purity”
The official video release statement from the brand says, “At V-Guard, we believe everyone has a right to equality. No matter their orientation or ideology. And this belief comes from purity of thought. Just like our water purifiers which enables every Indian access to pure drinking water.”