Out and inspiring - Levi’s celebrates equality with #ProudToBeMore
In efforts of empowering people who identify as LGBTQIA+ and shattering perceptions, Levi’s has launched its #ProudToBeMore campaign with the inspiring members of the pride community who have continued to defy the odds and accomplished more than what the society deemed worthy for them. These stories capture the authentic journey of few brave people who believe life is much more than one’s sexuality.
When the Supreme Court of India came to repeal Section 377 of the Indian Penal Code and decriminalise homosexuality last year, it was widely viewed as a watershed moment – a crucial step towards freedom from discrimination and persecution in the world’s largest democracy.
The decriminalisation of Section 377 served as a powerful backdrop for society to tackle another battle – one that challenges the notion that an individual is defined by sexuality.
The inspirational and self-empowered stories show ‘Proud To Be More’ is more than just a statement. It is a philosophy, a lifestyle that brings together these four self-assured personalities from different aspects of life. In a country where individuals are being labeled and reduced to their sexual preference and orientation – Onir, Sushant Divgikr, Priyanka Paul and Aravani Art Project have shown various manifestations of a life that refuses to be put in a box. They have built a life for them on their own terms, where they are proud of their sexual orientation, but that’s not it, they are proud to be so much more.
True to the campaign thought that emphasises on the lifestyle, Levi’s acknowledges the barriers of perception and yet allows one to achieve greater values and refuses one’s identity to be limited to one’s sexuality.
Karen Riley Grant, VP - Marketing, Levi’s Asia and MENA, elaborated, “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. 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.”
Link to the manifesto:
About the personalities featured in the video: