Godrej L'Affaire’s Diwali film embraces LGBTQIA+ Inclusion

Diwali, the festival of lights, has always symbolized the warmth of togetherness, and Godrej L'affaire, the experiential lifestyle platform by Godrej Industries Group (GIG), has illuminated it with a powerful message of inclusivity. This year, through their #CelebratingAcceptance campaign, Godrej L'affaire presents a moving Diwali film that embraces love in all forms, focusing on the LGBTQIA+ community.

The campaign tells the story of Shlok, a young boy who learns about the beauty of diverse relationships from his neighbor. Through the eyes of five-year-old Shlok, viewers see how love, kindness, and understanding can bridge gaps and foster inclusivity. Shlok’s neighbor helps him understand that “Brown or colorful, every diya is made from the same clay”—a gentle yet profound metaphor for the equality and acceptance of all relationships. Through this story, Godrej L'affaire challenges stereotypes and traditions, promoting an India where love transcends societal norms.

Starring Ankit Andulekar (Animesh) and Shailesh Gupta (Jay) as a same-sex couple, the brand film weaves a touching narrative that emphasizes the importance of relationships beyond traditional structures, echoing the campaign’s central message, “Riwaazo se Rishte nahi Bante” (Relationships aren't built on traditions), but instead, “Hum rishton se Riwaaz banate hai” (We create traditions through relationships).

In speaking on the campaign, Sujit Patil, Chief Communications Officer at Godrej Industries Group, stated: “Festivities in India are deeply rooted in tradition. With this film, Godrej L’Affaire hopes to spark conversations about love that transcends norms. Diwali is about connection, and we believe that the light of acceptance should shine equally for everyone. This campaign reminds us that true joy comes from embracing one another as we are.”

Parmesh Shahani, Head of Godrej DEI Lab, highlighted the significance of inclusivity in the workplace and society: “Godrej Industries Group has a dedicated diversity and inclusion vertical, the Godrej DEI Lab, and we were thrilled to support this project. With this film, we aim to show how acceptance can empower the LGBTQIA+ community, supported by family and societal acceptance.”

The film, ideated by Aadie Sawant, Senior Content Creator at AGENCY09, underscores the importance of introducing inclusive concepts to children, allowing them to see diverse perspectives from an early age. Sawant stated: “Most queer individuals grow up with a heteronormative outlook imposed on them. Teaching children it’s okay to be themselves is crucial.”