For years, Indian advertising and PR campaigns treaded carefully around social taboos, choosing not to upset the moral majority. The omnipresent voice of “log kya kahenge?” had a say in everything—from how women were shown in kitchens to how families were always “complete” with a mom, dad, and two kids.
But times have changed as a new wave of Indian PR campaigns are breaking stereotypes and pushing progressive conversations into the mainstream. And audiences? Well, they are ready.
Here’s how PR in India has gone from “Don’t say that!” to “Let’s talk about it.”
Case Study 1: Bournvita’s Let Them Prepare Campaign
Bournvita’s 2024 campaign Let Them Prepare delivered a powerful message: “Preparation shouldn’t be for success—it should be for readiness.” Challenging the obsession with marks, the brand urged parents to focus on a child’s holistic growth instead.
Through a moving ad film, interactive report card shredding booths, and a wave of influencer support, the campaign reframed success beyond scores. In a marks-obsessed culture, Bournvita gave India permission to redefine potential—and people responded.
Case Study 2: Sabyasachi’s Quiet Queer Celebration
Luxury fashion house Sabyasachi made headlines again in early 2024—not with a loud rainbow campaign for Pride Month, but with a subtle series of bridal portraits featuring queer couples.
The twist? There was no mention of Pride, LGBTQ+, or anything else. Just beautiful, dignified portraits shot with the same reverence as any heterosexual couple. The accompanying PR note simply read: “Love is love. Always has been. Always will be.”
The understated move was powerful. By normalising rather than exoticising, Sabyasachi moved the needle forward without tokenism.
Case Study 3: Ariel’s #NotJustMyStain Campaign
In its 2024 edition of the #ShareTheLoad campaign, Ariel took on the stigma attached to menstruation with remarkable sensitivity. Titled #NotJustMyStain, the film showed a father calmly washing his daughter’s period-stained bedsheet—normalising both menstruation and shared domestic responsibility.
Inspired by real conversations and cultural insight, the campaign posed a simple but powerful question: if stains can be shared, why not the stigma? The PR rollout included mom influencers, health educators, and community outreach in tier-2 cities, sparking widespread dialogue.
With empathy at its core, Ariel once again turned a household chore into a cultural reset.
PR Goes Purpose-First
The big shift in recent times is that Indian brands are no longer just creating campaigns that reflect society—they’re trying to reshape it.
This requires:
- Bravery from leadership
- Deep cultural insight
- Strategic empathy
- Trust in the audience’s maturity
And it’s working. Brands that take a stand (even subtle ones) are not only trending—they’re building long-term credibility and cultural capital.
Why Now?
There are a few reasons why this shift is accelerating:
- Gen Z influence – They expect brands to stand for something. Silence is seen as complicity.
- Digital democratization – Social media has become a place where fringe issues can go mainstream overnight.
- Crisis fatigue – After COVID, consumers want realness—not perfection.
In this environment, brands that embrace honesty—even if it’s uncomfortable—win hearts.
From Moral Policing to Moral Messaging
Yes, the backlash still comes. Trolls still tweet. Complaints still get filed.
But here’s the difference: brands aren’t apologising for being progressive anymore. They’re doubling down, confident in the knowledge that cultural change always comes with friction.
This is a far cry from the “safe” era of Indian PR where scripts had to be cleared by ten people before airing.
Conclusion: The era of Apni Suno
From gender and sexuality to caste, mental health, and parental pressure, brands in India are now saying what once felt unsayable. They’re not just telling stories—they’re changing them.
2024 has made one thing clear: Indian PR is no longer afraid of log kya kahenge. It’s finally listening to apni awaaz.
And that’s not just brave branding. That’s real progress.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Before joining Veranda Learning Solutions, Prasad held senior positions at esteemed organizations such as Times of India, CyberMedia, and Deccan Chronicle. His extensive background in the media industry has equipped him with a profound understanding of various facets, contributing to his effectiveness in shaping and executing strategic communication initiatives.
Prasad's strategic approach to communication has played a pivotal role in enhancing the visibility and reputation of the organizations he has been associated with. His proven track record in managing communications for listed enterprises and leading media outlets underscores his expertise in navigating the dynamic landscape of the education sector.
At Veranda Learning Solutions, Prasad continues to bring his wealth of experience and insights to drive impactful communication strategies, further solidifying the company's position as a key player in the education space.
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