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Thursday, 26 April 2018 22:22

Love Matters launches #LforLove Campaign to enhance visibility of lesbian relationships in India

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Love Matters redefines the portrayal of lesbian relationships through the campaign #LforLove that will highlight the emotions that can connect two people of the same sex.

Being lesbian in India is difficult. When you search for information about lesbian relationships, whether on the internet or even on social networks, you only find pornography.

Love Matters decided to change that. Love Matters is a platform that shares information about relationships, sex, and gender equality. In partnership with Ogilvy, they launched the #LforLove campaign. They hope to enhance the representation of lesbian women. They want to show lesbian women are human beings who must be respected, loved, and accepted in Indian society.

Also, this campaign was created in consultation with the LGBT community. It has already made it possible for audiences to ask questions to a lesbian, anonymously. And answered them through a photographic series shot by lesbian photographer Monisha Ajgaonkar with fun answers like:

  • "You've just not met the right man yet." Met him the day I was born.
  • "You weren't born this way." Thank God for that! Imagine delivering a 54 kg baby.
  • "You'll burn in hell." Considering it's 35 degrees here, hell really won't be necessary.

#LforLove also brings a representation in the media. Lesbian representation is completely non-existent in India. This allows creating a dialogue around sexuality to develop understanding and acceptance of homosexuality.

“Positive portrayal of homosexual relationships and more so, lesbian relationships are completely non-existent in media," Vithika Yadav, Head of Love Matters, India explained. "We wanted to design a campaign that tackles homophobia against lesbians and create conversations around sexuality and gender. The idea was to create positive narratives that help build empathy, understanding, and acceptance. The beauty of the campaign was that the insights came from discussions with lesbian women.”

Burzin Mehta, Group Creative Director at Ogilvy, the agency that created the campaign, added: “There’s enough social stigma attached to being lesbian in our country. Add to that the imagery that pornography fuels and what you get is an absolutely warped perception of what lesbian relationships stand for.

"So we consulted with members of the community throughout the campaign and also got Monisha – a proud lesbian photographer, to shoot the pics.

"Given the nature of the campaign, we made it possible for audiences to ask questions to a lesbian, anonymously. Predictably, most of them stemmed from homophobia and porn. Answering them the way we have, has resonated very positively within the community. That’s a truly heartening feeling. While it has triggered a conversation, let’s hope it goes beyond and results in greater acceptance of the community by the industry, by brands and by consumers alike.”

Photographer Ajgaonkar said: “As part of the LGBTQ community, this campaign spoke to me on a personal level. Lesbians are mostly portrayed as either highly sexual beings or as abnormal girls who are tomboyish and unhappy which is completely unrealistic. Campaigns like #LforLove will go a long way in normalizing the status of lesbians in society."

You can follow the #LforLove on social networks.

I wanted to share the #LforLove campaign with you because it's a very nice initiative launched by Love Matters, especially when we know that homosexual relationships are a crime in India.


Lezbelib is the online magazine that helps LGBTQ+ women to stay updated with entertaining blogs and breaking news about LGBT rights.