Delhi: MTV introduced #TuchchVichaar campaign in celebration of Pride Month. This initiative aims to normalise acceptance of the LGBTQIA+ community through a short film and social media strategy.
By leveraging social media and digital symbols, the campaign aims to encourage an inclusive society where every individual, regardless of sexual orientation or gender identity, can live authentically and without fear of discrimination.
Conceptualised by MTV the campaign film depicts a parallel universe where the LGBTQIA+ community is fully accepted, and it's a straight, heterosexual individual who stands out as different.
The story follows this individual as he faces judgment for his demeanor and discrimination for his identity. The film ends with a message encouraging everyone to stand up against bullies and their mindset. MTV's #TuchchVichaar campaign aims to address small-minded attitudes (chhoti soch) that perpetuate discrimination.
A key feature of #TuchchVichaar is the use of the ‘🤏🏻’ emoji to call out homophobia. Recognising the widespread use of emojis among Gen Z and Millennials, the campaign aims to use this symbol to spread its message.
Anshul Ailawadi, Business Head, Youth, Music, and English Entertainment cluster, Viacom18, said, “Awareness is the starting point of LGBTQIA+ allyship and action. Our #TucchhaVichaar campaign aims to make the GenZ aware of unconscious biases in a simple yet clever way. The role reversal encourages a more empathetic view of the challenges faced by the LGBTQIA+ community. We hope the film inspires everyone who watches it to become better allies in action.”
MTV Talent verse came together to support the initiative, with artists like Amir Hossein, Azma Fallah, and Sandy Saha taking over their social media to share the campaign.
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