Words Of Pride - Launch Film
CLIENT: DISNEY + HOTSTAR
Words of Pride is a multilingual lexicon and campaign created with community linguists and queer language experts to surface inclusive LGBTQIA+ vocabulary across English, Hindi, Bengali, Tamil, Telugu, Kannada, and Malayalam. Despite India’s linguistic diversity, many respectful terms had been forgotten or replaced by derogatory language. The project brings these words back through film, digital content, and a glossary of 246 terms grounded in lived experiences.
Star Hopper Studio led the creative, cultural, and production direction of the campaign across three years, grounding the work in community knowledge and authentic queer language. We developed the narrative, shaped the visual and editorial approach, and directed and produced the initiative’s film along with supporting content across formats, including the language glossary, photo stories, and written features.
Visit www.wordsofpride.com to explore the full glossary and campaign.
Challenge
In a world where most conversations struggle to find the right words for the LGBTQIA+ community, the challenge wasn’t a lack of language but the lack of inclusive language already present in our cultures. Words matter. They signal belonging.
Solution
#WordsOfPride re-contextualises our existing languages by spotlighting respectful, inclusive terminology that has always existed but rarely used. We crafted a film that is part advocacy, part cinematic reflection, and part cultural invitation. The visuals and editing reflect a spectrum of identities, languages and lived experience distributed across film, digital and social platforms.
Impact & Reach
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112 M+ reach
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94 M+ video views
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171 M+ impressions
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92.2 % positive sentiment (highest among Pride campaigns)
Role
Directed, developed & produced by Star Hopper Studio in collaboration with Disney+Star and queer language experts. From development to final cut across broadcast and digital platforms.
NOTABLE AWARDS
