Brands
Brands come out in support of LGBT community
MUMBAI: There are brands and then there are brands. The difference between the two is that while some try to be safe and use the same-old formula to reach out to their target audience, others break free to connect with their TG through the issues that matter to them.
The Supreme Court has turned back the clock on Section 377 of the Indian Penal Code (IPC) that was earlier decriminalised by the Delhi High Court in 2009. As per the recent verdict, the 1861 law that criminalises any kind of sexual activity “against the order of nature” – including homosexual acts. While thousands of lesbian, gay, bisexual and transgender (LGBT) activists and supporters came out on the streets and took to social media platforms to avenge and retaliate against the ‘regressive’ verdict, they surprisingly found unexpected support from few brands.
Amul, for instance, has been the pioneer in putting the (ugly) truth out in the open with its cheeky remarks on topical issues. This time again, it has again taken a stand. In its recently released ad, the Amul mascot – the girl in polka-dotted dress offers condolences as she stands beside a tombstone with “Freedom of choice” inscribed on it.
However, what is interesting to note is that it isn’t just Amul that is making itself heard as a brand. Other brands are shedding their inhibitions as well. The youth fashion brand, Fastrack which takes pride in being the in-your-face youth brand shared a picture on the social media platforms supporting the LGBT community. It read: “The road to equality has never been straight”. Even earlier, the brand had launched a ‘Come out of the closet’ campaign challenging the taboos and asking people to let go of societal norms because the brand is moving on with time.
But what has surprised everyone the most is the coming of age stance of Tanishq that is largely known to be a brand following tradition. The jewellery brand from the house of Tata took the plunge with the latest advertisement on a social media site which read: “Two of a kind always makes a beautiful pair!” making an unexpected sassy remark on the issue. In a very subtle tone, the brand has made it clear what it stands for.
Gradually, it is trying to break away from the other traditional counterparts. In October, Tanishq had launched a campaign for its latest wedding collection where a dusky woman was seen remarrying. With the film, the brand aimed to target young women who are looking for differentiated designs and not the old, traditional ones.
Allen Solly too flaunted the ‘colours’ on the networking site.
Even internationally, the brands have come out to support the cause with some times being appreciated for their initiatives and many times condemned as well. When United Colors of Benetton launched its ‘Unhate’ campaign featuring images of world leaders in passionate lip-locks with some of their biggest rivals last year, the campaign didn’t do much for world peace but it won an award at Cannes.
Similarly, Kenneth Cole showcased an ad with two handbags and a headline that read: “We’re pro-choice, after all, she’s the one carrying it.” It was a tongue-in-cheek comment on the debate on abortion in the US.
Eyewear style brand Ray-Ban was also praised for its advertisement in 2012 that was gay-inclusive. Released as part of its “Never Hide” campaign as part of the company’s 75th anniversary, the ad featured two sharply-dressed gay men out for a romantic stroll on a busy sidewalk.
The popular coffee brand, Starbucks, which entered the Indian markets, has also taken a pro-LGBT stand. In an interview a US journalist, the coffee chain’s CEO Howard Schultz had revealed that he has once told an anti-gay marriage activist to sell his shares in the company if he disagreed with the company’s position on the issue. His rationale was that it was an important issue to Starbucks’ 200,000 employees, so at the end it was worth any lost sales. “Some things aren’t economic decisions,” he had said that time.
Brands
Hyundai launches updated Ioniq 5 with 84 kWh battery, 690 km range
Priced at Rs 55.7 lakh, adds design, tech and safety upgrades.
MUMBAI: Charge it up, stretch it out, Hyundai’s latest electric upgrade is going the distance, quite literally. Hyundai Motor India Limited (HMIL) has introduced an updated version of its Ioniq 5, packing in a larger 84.0 kWh battery that delivers a claimed range of up to 690 km (ARAI-certified), marking a significant leap in everyday usability for its flagship electric SUV.
Built on Hyundai’s Electric Global Modular Platform (E-GMP), the refreshed IONIQ 5 aims to balance performance with practicality, reducing range anxiety while making long-distance electric travel more viable. The upgrade builds on a model that has already secured global recognition, including the World Car of the Year title.
The changes aren’t just under the skin. On the outside, the SUV gets a sharper, more futuristic look with redesigned front and rear bumpers, new skid plates, sporty alloy wheels, a revised rear spoiler and updated V-garnish lighting, all while retaining its signature Parametric Pixel design.
Inside, Hyundai has focused on making the experience more intuitive. The cabin now features a redesigned three-spoke steering wheel with illuminated pixel elements, dual 12.3-inch displays, and a reworked wireless charging pad integrated with physical controls for seat functions small tweaks that aim to improve day-to-day usability.
On the tech front, the IONIQ 5 gets Hyundai’s Connected Car Navigation Cockpit (ccNC), Controller Over-the-Air (C-OTA) updates, and now supports wireless Android Auto and Apple CarPlay. New additions such as Active Sound Design and in-car payment integration for EV charging reflect a push towards a more seamless, connected ownership experience. Remote immobilisation via Bluelink has also been introduced as an added security layer.
Safety sees incremental upgrades too, with features like Parking Collision-Avoidance Assist (Rear) and side parking distance warnings enhancing manoeuvrability in tight urban spaces.
The updated IONIQ 5 is available in four colour options Gravity Gold Matte, Midnight Black Pearl, Titan Grey and Optic White with an Obsidian Black interior theme.
Priced at Rs 55.7 lakh (ex-showroom), the new IONIQ 5 positions itself as a more rounded offering, less about futuristic promise, and more about making electric mobility fit seamlessly into everyday life.
