Jio Creative Labs' Pride month campaign embraces diversity around us

June is celebrated as the Pride month and as every year, even this year, we witnessed  various brands executing some great pride month campaigns. As June comes to an end, everyone is talking about the various campaigns brands have  conceptualized and executed this 2022.  

While some brands were involved in a performative allyship, few did what needed to be done – acknowledged what pride truly stands for, celebrated its magnificent diversity and amplified  what the LGBTQIA community really wants to voice! 

Unlike other campaigns which were released at the beginning of the month, one comes at the  end of the month. The campaign is ‘Check For Respect’ conceptualized and executed by the Jio  Creative Labs - a division of Reliance Jio Infocomm Limited that handles advertising and  communications, conceptualised and executed the campaign. 

The brand's most recent video underscores the value of inclusivity and respect that the pride  community loses out on after the pride month.  

The campaign sends out a clear message that brands must approach Pride not just as an  opportunity to profit from the community but as a chance to vocally use the community's  influence and the brand's reach to effect change and on how the LGBTQIA community is  perceived outside of pride month. 

Speaking about the campaign, Aman Aggarwal Creative Director Jio Creative Labs, said, “As a  company, we believe in inclusivity. We didn’t do this to win an award or to capitalize on the  topicality of the pride month. It’s something we believe in. We would have done it anyway. The  least we can do as advertisers is do work that can catalyse change. This is our way of  contributing to change and being an ally for the community.” 

At the Jio Creative Labs, a team of storytellers are engaged in researching real life human  stories from across the country so that as a brand they can send out messages of positivity and  contribute a drop worth in the ocean of goodwill.


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