It is depressing to see that the LGBTQ+ community is being singled out once more for their visibility and campaigning in a society that is steadily moving in the direction of acceptance and inclusion. In a recent advertisement, Tata Starbucks drew attention to the problem of gender acceptance in India and the difficulties transgender people and their families encounter. But rather than being praised for its progressive attitude, the advertisement has received harsh criticism, with some condemning it as an example of being “too woke.” This criticism is false and backwards-looking because the advertisement fearlessly addresses a significant social issue while emphasising how crucial it is for conservative forces to adopt progressive ideas.
The release of Tata Starbucks’ advertisement couldn’t have come at a better time given that the Honourable Supreme Court of India is still debating whether or not to legalise marriage equality and that the nation is engulfed in passionate discussions on the issue. It serves as an important reminder that Queer people and their families are valued members of society who deserve acceptance, compassion, and understanding. Tata Starbucks has displayed admirable courage and an unshakable dedication to diversity by tackling this issue head-on.
The commercial does more than just advertise a product; it humanises Queer people and gives their stories a stage. It confronts deeply rooted cultural stereotypes by presenting families who are struggling with the process of accepting sexual identities. This representation is essential for eradicating preconceptions, fostering empathy and understanding, and eventually laying the foundation for a society that is more inclusive.
The harsh outcry against the Tata Starbucks advertisement brings to light the regrettable fact that conservative forces continue to hold sway in India. The critique is a result of a refusal to recognise the real-world struggles of marginalised people and resistance to change. The phrase “going woke” is frequently used as an arrogant avoidance of social justice and equality issues. Extremist conservatives need to take a step back and recognise the value of development and acceptance.
It’s necessary to have awkward talks, question social conventions, and deal with prejudice to create a more inclusive society. Tata Starbucks has made a good effort in this direction by using its influence to promote reform. Progress towards the realisation of equal rights for all people, regardless of their sexual orientation or gender identity, can be made through these collaborative endeavours.
In the light, when the world will observe International Day Against Homophobia, Transphobia and Biphobia (IDAHOT) on May 17, the hostile reaction to the Tata Starbucks ad serves as an urgent reminder of the ongoing barriers the LGBTQ+ community must overcome to achieve acceptance and equality. The advertisement itself is commendable for having the guts to challenge traditional biases and promote gender equality in India. Extremist conservatives must give up their opposition to development and adopt the inclusive ideals needed to build an equitable society. Then and only then can we aspire to a world where everyone, regardless of sexual orientation or gender identity, is valued, celebrated, and granted equal rights.
ANKUR MONDAL 