Words of Pride

What is the word for transgender, homosexual, or intersex in our regional language? In a country as diverse and multilingual as India, this simple question ignited a movement that would change how we speak—and think—about the LGBTQIA+ community.

For years, LGBTQIA+ individuals in India were described using derogatory terms, further marginalizing them. But Words of Pride aimed to change that, calling on a nation of over a billion people to pause, reflect, and rediscover the respectful language that had long been forgotten.

In India, dialects change every 50 kilometers, yet this linguistic richness couldn’t bridge the gap in showing respect for the LGBTQIA+ community. Our research revealed that inclusive language always existed; it was just forgotten. Unfortunately, what endured were derogatory terms. 

Language shapes identity. The right words make you feel seen, heard, and truly belong. They hold the power to shift perceptions. Without them, true inclusivity remains out of reach. 

So, how do you reintroduce respectful language in a vast, diverse nation?

Disney Star, the country’s leading media house—reaching over 700 million homes each month with 20,000 hours of original content across nine languages—decided to use its influence to spark this cultural shift in Indian households.

Spanning 30 months, the project involved 150 collaborators—including allies, linguists, experts, and queer groups—who invested over 7,000 hours diving into historical and contemporary texts. The result? A collection of 246+ respectful words across seven regional languages, complete with pronunciations and context. These words aren’t just for the archives; Disney Star is integrating them into its content to help shape a more inclusive culture.

Launched on the 5th anniversary of the decriminalization of same-sex relationships (Section 377), the campaign kicked off with leading influencers from the LGBTQIA+ community. Each influencer took on the mission of teaching a word a week, sparking genuine pride and allyship online.

Words of Pride captured the attention of prominent LGBTQIA+ figures and resonated deeply with the community. While other brands were criticized for “tokenism” or being “woke,” this campaign achieved a 92% positive sentiment, reaching 121.1 million people—77% of which was organic.

It sparked conversations with cultural influencers like authors, lyricists, and advertisers on major platforms like the Jaipur LitFest and the Advertising Standards Council of India. The timing was impeccable, aligning with the Supreme Court of India's release of a handbook aimed at combating gender stereotypes.

Words of Pride is more than just a campaign—it’s a call to action for every Indian. By weaving these words into our everyday conversations, we can all help create a more inclusive society. As Disney Star continues this initiative, the goal is to seamlessly integrate respectful language into the everyday speech of every Indian, ensuring that the dignity and pride of the LGBTQIA+ community are upheld across the nation.