This Diwali, Godrej L’affaire has rolled out a film that extends its #CelebratingAcceptance campaign by highlighting the importance of acceptance in relationships alongside traditions.

The film aims to showcase the true meaning of inclusivity during festive celebrations, by challenging societal biases and depicting the journey of a same-sex couple. 

The narrative centres around a young boy’s interaction with his neighbour during Diwali, which helps him understand different family dynamics. As the film unfolds, the boy realises that traditions are enriched by embracing all types of relationships, with the festival of Diwali becoming a catalyst for acceptance.   

The film seeks to drive the message that relationships aren't built on traditions, but instead, traditions can be created through relationships. It serves as a reminder that sometimes, the simplest metaphors can impart the deepest lessons.

What we think about it: The narrative explores complex themes of breaking stereotypes in relationships by underlining the significance of inclusivity and acceptance through the eyes of a child. While the film's execution leaves much to be desired, the implications of its message are impactful and should not be ignored.

Sujit Patil, chief communications officer, corporate brand and communications, Godrej Industries Group, said, “Festivities in India are deeply entrenched in tradition. With this film Godrej L’Affaire aims to generate conversations around widening traditional norms. We hope to spark meaningful conversations around love that transcends norms. Diwali is a time of celebration and connection, and we believe that the light of acceptance should shine equally bright for everyone—regardless of who they love. At its heart, this film reflects the beauty of relationships built on authenticity, reminding us that true joy comes from embracing one another just as we are. We hope it inspires people to celebrate relationships in all their forms and create traditions that are rooted in love.”

Parmesh Shahani, head - Godrej DEI Lab, said, “Godrej Industries Group has a dedicated diversity and inclusion vertical, the Godrej DEI Lab, committed to workplace inclusion and we were delighted to collaborate on this important project. Through this campaign, we hope to encourage viewers to expand the idea of tradition and love their family members in all their beautiful diversity, just as the mother in this video has done. Our efforts in this direction coincide with the recent steps of the government’s Department of Social Justice and Empowerment (DoSJE), which had invited inputs of stakeholders and the public at large, so as to ensure that policies and initiatives regarding LGBTQI+ community are inclusive and effective. The Department of Financial Services (DFS) has issued an advisory that there are no restrictions for persons of the queer community to open a joint bank account and to nominate a person in queer relationship as a nominee, while the Ministry of Health and Family Welfare has issued letters to all stakeholders including all States/UTs to take measures to ensure the rights of LGBTQI+ community. We believe that through videos like this, we can share with viewers how invaluable support from family members empowers the LGBTQIA+ community to truly make every milestone in their lives a celebration of inclusion.” 

Aadie Sawant, senior content creator, Agency09 - the ideator and screenplay writer for this campaign - added, “Familiarising children to different concepts, different perspectives is important. Most queer individuals spend their childhood being indoctrinated to a “straight” way of living. Letting them know that it’s okay to pursue what seems right to you is crucial, so as to not affect their adult life. I’m happy that I got to share this narrative of acceptance and love.”