Fewer Rainbows, Deeper Questions: How Brands Are Showing Up This Pride

Fewer Rainbows, Deeper Questions: How Brands Are Showing Up This Pride

Social media feeds in June usually burst into colour with rainbow logos, bright campaigns, and hashtag heavy declarations of allyship. But this year, something has changed. The vibrant noise that once marked corporate India’s embrace of Pride Month feels subdued. There are fewer overt gestures, fewer themed products, and far less digital celebration. This shift has led many to ask whether brands are retreating from Pride or simply approaching it with more thoughtfulness and intent.

Industry leaders believe the silence may not mean absence, but introspection. There is a growing sense that performative allyship is being questioned, and what we may be witnessing is the beginning of a more mature approach to inclusion. However, others argue that brands are being cautious out of fear, budget concerns, or a lack of clear direction in the current social climate.

Some of the reduced visibility can be traced to global shifts in DEI priorities. With diversity efforts facing scrutiny and cuts abroad, particularly in Western markets, Indian brands connected to global leadership are possibly scaling back as well. What was once a month of visible corporate solidarity now looks like a year of quiet reconsideration.

While India has made important legal progress in LGBTQIA+ rights over the past few years, from the decriminalisation of same sex relationships to greater mainstream visibility in cinema and television, many marketers note that true engagement remains limited. There is little co creation with queer voices. Most campaigns, when they exist, are either abstract or confined to low risk formats like Instagram Reels or internal newsletters.

Nisha Sampath, Managing Partner at Bright Angles Consulting, notes that brands seem unsure of how to express allyship without seeming opportunistic. She believes the pullback is real, though some brands are still doing the work quietly and thoughtfully behind the scenes.

Harish Bijoor, Founder of Harish Bijoor Consults, links the decline in vocal support to broader global trends. With DEI efforts losing priority in many multinational companies, the Indian arms of those firms are likely playing it safe. He notes that the rainbow narrative has taken a pause this year, creating a silence that may say more than words.

Samit Sinha from Alchemist Brand Consulting offers a more optimistic perspective. He hopes this quieter phase is a stepping stone to deeper, more authentic inclusion. According to him, it may be less about doing nothing and more about doing better.

There were still a few standout efforts this year. Senco Gold and Diamonds launched a collaboration with drag artist Sushant Divgikar. MTV presented a powerful short film against casual homophobia. Godrej chose to spotlight LGBTQIA+ entrepreneurs internally rather than marketing externally.

However, the overall feeling remains one of hesitation. Many brands appear to have chosen silence over risk, and while some view this as a form of restraint and maturity, others see it as a missed opportunity to lead.

The coming years will be telling. Will brands commit to queer inclusion as a year round value or return to rainbow branding only when it feels safe again? The conversation is shifting. Fewer rainbows may just mean more room for authenticity, or they may reflect an industry still unsure of how to stand tall when the spotlight dims.

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