Client: Levi's
Date: Nov 2019
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Levi’s has turned the spotlight on members of the pride community in India to highlight how they defied the odds and their accomplishments despite being underdogs.

The campaign, called #ProudToBeMore, showcase the stories of people who believe life is much more than one’s sexuality and their journeys.

It follows the decision by the Supreme Court of India to repeal Section 377 of the Indian Penal Code and decriminalize homosexuality in 2018. The decriminalization of section 377 challenges the notion that an individual is defined by sexuality.

To empower people who identify as LGBTQIA+ and remove perceptions, Levi’s has tapped four personalities Onir, Sushant Digvikar, Priyanka Paul and Aravani Art Project who have built a life for them on their own terms and are proud of their sexual orientation.

“The #ProudToBeMore campaign is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is a unique one,” said Karen Riley Grant, the vice president of marketing for Asia and MENA at Levi’s.

“This campaign aims to celebrate those authentic individuals and their journeys. We hope to empower people to be proud, accept themselves for who they are and become an individual above their sexual orientation.”