You are here: Home » News-ANI » Entertainment
Business Standard

Kalki Koechlin's new commercial ad promotes LGBT cause


New Delhi, Mar. 8 (ANI): Bollywood actress Kalki Koechlin, who is known for her unconventional roles in the films, has yet again amazed her fans with her new digital campaign supporting the Lesbian, Gay, Bisexual and Trangender (LGBT) community.

With Kalki as the focal point of the campaign, the video addresses issues of same sex love and proposes freedom to love without discrimination on the basis of caste, sex or religion.

In an exclusive interview to ANI, the actress said that she chose to do the campaign because it was relevant with a subtle message.

"I just thought the advertisement was an original concept that we don't see in the world of advertisement very often. And it wasn't a heart quelling advertisement, but a topical and very relevant to what is happening today. They have done it in a subtle and peaceful manner which I thought was very nice," Kalki said.

While the LGBT community in India is no longer as invisible as it once was, but they still face plenty of legal and social hurdles to get their rights.

The effort behind the digital ad campaign is to inspire young Indians to love themselves and explore their real identity.

Jagatjit Industries in conjunction with Shiven Surendranath of Old School Films conceptualised the video campaign for IICE Vodka 'KINKI CHILLI', which has been directed by Shiven Surendranath.

Dear Reader,

Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.
We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

First Published: Tue, March 08 2016. 16:29 IST