#TimesOutAndProud

In September 2018, The Supreme Court of India decriminalised homosexuality. But it changed little for the LGBTQ community. An editorial choice by The Times of India led to the redesigning of its classifieds as the Times Out & Proud Classifieds – a free space where the community could come out, look for jobs, homes, life partners and make announcements. It was an inclusive platform that helped integrate the community into society, and helped position TOI as a modern, informed paper. Classifieds grew by an unprecedented 2.6% as every other media declined, generating 3.3 billion in earned media.

Credits
Campaign: Times Out and Proud Classifieds
Original Campaign
Advertiser Brand: The Times of India, Mumbai
Advertising Agency: FCB India, Gurugram

The “Times Out & Proud” film gives the hope of an inclusive society. This film aims to empower the members of the LGBTQ community to live a dignified life with acceptance and pride. On 17 May 1990, the General Assembly of the World Health Organization (WHO) removed homosexuality from their list of mental disorders. This decision by the WHO constitutes a historic date and powerful symbol for members of the LGBTQ community. With this film, we aim to carve out a mainstream space for members of the community who identify as LGBTQ to interact, share and collaborate with the entire Indian population.

On winning the only GOLD in APAC, Swati Bhattacharya, CCO, FCB Ulka said, “This is our first gold at One Show! It’s very special for each one of us! Times of India doesn’t just chronicle change, it also helps open new windows for all of us as citizens. When we get to speak for the brand, we all know that it’s an opportunity to do something brave and beautiful!”

Adding Jason Samuel, Creative Supervisor, FCB Ulka said, “Love always prevails. Such a joy to see our labour of love recognised at the world stage. A glorious win for the community. Towards a more progressive and tolerant India!”

One Screen is part of The One Club for Creativity, the global non-profit organisation celebrating creative excellence in advertising and design.

Credits
Client: The Times Of India
Creative Agency : FCB India
Creative Team: Fred Levron, Swati Bhattacharya, Keegan Pinto, Jason Samuel, Vishakha Khattri, Anindya Banerjee, Shailesh
Khandeparkar, Nikhil Kerkar, Amol Annaldas
Account Management: Rohit Diveker, Raghav Mahendra
Director: Jaydeep Sarkar
Producers: Prithvi Raj Luthra and Radhika Puri
Production House: Native Films

Tags:
LGBTQIA+ community, International Day Against Homophobia, Transphobia, Biphobia, Times Out & Proud, LGBTQ community, The One Club for Creativity, FCB, FCB Ulka, NGO, Public Interest, Awareness Campaign, Advertising, One Screen Short Film Festival