Pride or promotion?

Why India’s LGBTQIA+ community demands that they don’t deserve just rainbow logos once a year

- Anjali Kochhar

Every June, the colours appear almost on cue. Brand logos turn rainbow, social media feeds fill with messages of solidarity, and limited-edition Pride merchandise begins competing for attention.

For a month, inclusion becomes highly visible. Yet for many members of the LGBTQIA+ community, that visibility is beginning to feel less like celebration and more like a marketing season.

"I don't feel excited about Pride Month at all because I feel all the rainbow marketing takes over. Is it really a marketing opportunity, or a time to accept us as everyone else?” says one queer individual who requested anonymity.

That sentiment captures a growing debate around what critics call "rainbow capitalism" — the practice of using LGBTQIA+ identities and Pride symbolism to market products without demonstrating meaningful commitment to the community. While Pride campaigns once represented progress in a country where queer identities were largely absent from mainstream advertising, consumers are increasingly asking whether visibility alone is enough.

Authenticity

The conversation around Pride has evolved significantly over the past decade. Earlier campaigns focused on representation and breaking taboos. Today, audiences are scrutinising what lies behind the messaging.

Recent global consumer research by Omnisend found that 45% of consumers believe only brands that genuinely support LGBTQIA+ rights should participate in Pride campaigns, while a quarter expect year-round support rather than June-only engagement. The study also found that younger consumers are particularly attentive to whether companies consistently uphold the values they promote.