BIG FM and mcgarrybowen India launch #PrideFromHomeByBigFM

BIG FM, one of India's largest radio networks, together with mcgarrybowen India, the creative agency from the house of Dentsu Aegis Network (DAN), has taken its philosophy ‘Dhun Badal Ke Toh Dekho’ a step further in its latest campaign, #PrideFromHomeByBigFM.  

 The Pride march represents something precious, especially for those who had been shunned, shamed and even jailed for years. The idea behind the rally is to promote the right to live with pride and dignity against oppressive laws and stifling societal values. Every year, millions of courageous people come out on the streets and express who they are. They walk holding hands, kiss who they love, and hope that the world will see them differently.  

But 2020 changed it all. The Covid-19 induced global pandemic that enforced a strict national directive that everyone follow physical distancing, has led people to stop expressing themselves at public gatherings including the Pride March. Therefore, BIG FM, in association with mcgarrybowen India, decided to encourage everyone to be part of the Pride parade without leaving their homes and showing support by hoisting an unusual flag from the safety of their homes. 

 People were asked to do what they do every day - put their clothes to dry but with a twist. This time, they had to show their support by arranging them in a manner that creates the Pride flag. They were further asked to take a picture of the same and upload it using the hashtag, #PrideFromHomeByBigFM. Various RJs from Big FM along with many LGBTQ community activists, friends and followers, came together to show support. From social media promotions, reminding people about this unique initiative, to mentions by RJs on-air, they encouraged more and more people to do this simple act that needs no effort.

Commenting on the campaign, BIG FM Spokesperson said, “We at BIG FM have always focused on driving forward a sense of purpose and outcome in all our campaigns and initiatives. Since it was the Pride month, we wanted to bring the celebrations home to the millions who revel in these rallies. During this time, by bringing the community together in a unique manner by ensuring social distancing, we, as a network, continue to be one of their biggest supporters.”

 Aalap Desai, National Creative Director, mcgarrybowen India added, “The lockdown has changed the way people behave and has challenged the creative team to think harder and asymmetrically about creative solutions. While there are many powerful insights that can be tapped into, we needed to think of many creative ways to put them into action. Creating a Pride flag using your laundry was, for us, a stroke of ingenuity.”

 Agency Credits:

mcgarrybowen India Team:

Nishi Kant, President

Aalap Desai, National Creative Director

Pragati Rana, General Manager

Sreejita Chakraborty, Associate Creative Director- Art

Syed Sharik Hassan, Associate Creative Director- Copy

Nitish Sarkar, Consultant- Editor

Sandipan Deb, Consultant- Copy

Saurav Banerjee, Group Head- Art

Vibhor Tyagi, Copywriter

Rhea Singh, Account Supervisor

Aadhya Baranwal, Creative Supervisor- Design