The song 'Hate The Way' was an atypical love song based on a same-sex love story, which we themed around pride month. The song was re-releasing from label’s end due to some legal issues, hence we decided to leverage it during the Pride Month.
Since the mood of the song was complementing pride month, we made sure to go all out and talk about issues the community stands against and collaborated with LGBTQ influencers including Shantanu Dhope and Deep Rathee for our campaign. We briefed them to make a reel communicating all the stereotypes they're often faced with, to create relatability and visibility.
Each influencer bought something new and authentic to the table with their reel and that inspired the LGBTQ and even non-LGBTQ audiences to jump into this universally relevant conversation about social stigmas.