An advert by Starbucks India hopes to turn one of the brand’s most recognizable gestures — writing a customer’s name on a cup — into a powerful message about inclusivity.
than it is in the West, and hijras, as the transgender Indian community is sometimes known, have been a part of the country’s society and culture since ancient times. They are highly visible in some aspects of Indian life — often seen at weddings where some consider it auspicious to give them moneyeven as activists say the community faces discrimination, limited job opportunities and inadequate protection of their rights.
Historically, “India is a county where people have coexisted” reasonably well with the transgender community, Gawande said, though he added that increased polarization — which he partly blamed on western culture wars — had made life more difficult for transgender people in recent years. “The warning bells have started ringing.”
Of course, advertising choices are also informed by financial decisions, as companies weigh the costs and benefits of engaging in social issues.In recent years, some brands in India have sought to position themselves as more inclusive — but faced anger from conservative right-wing quarters, where there is a movement to boycott companies with adverts they disagree with.
Advertisements about interfaith issues have become particularly risky, as relations between India’s Hindu majority and minority Muslims have come increasingly under strain since Prime Minister Narendra Modi’s Hindu nationalist government assumed power in 2014.
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