Objectives
To promote and raise awareness about Kashish – South Asia’s largest LGBTQ film festival, the following points are emphasized:
• Position the KASHISH Mumbai Queer Film Festival as a key initiative advancing the LGBTQ movement through the power of cinema.
• Increase visibility and understanding of LGBTQIA+ individuals, highlighting their desires and aspirations.
• Provide a global platform to showcase the work of the LGBTQ fraternity, offering a comprehensive perspective on their contributions and experiences.
PR Results
The Kashish Pride Film Festival achieved remarkable media coverage, securing extensive organic exposure from some of the most prominent media houses. The event was covered by:
• Times of India
• Bombay Times
• Hindustan Times
• Mid-Day
In total, more than 130 publications featured news about the Kashish Pride Film Festival. Additionally, over 81 media houses on Instagram and YouTube covered the event.
• We secured 40 media coverage (a mix of print, online, and digital) within just 2 days of the press conference and achieved a total of 171 coverage (including print, online, and digital) over the span of 10 days.
PR Value and Circulation:
• PR Value: 21,14,96,881₹
• Circulation: 83,77,67,629
This extensive media coverage highlights the significant impact and reach of the Kashish Pride Film Festival, showcasing its success in promoting inclusivity and pride through cinema.
Clips Bifurcation
Top Coverage
Top Coverage
Top Coverage
Mr. Sridhar Rangayan
Deepa Mehta
Press Conference
Press Conference
Pre/Post Event
Social Media - Instagram
Social MediaYoutube
PR Challenges
Despite the success of the Kashish Pride Film Festival, the event faced significant PR challenges:
1. Media Reluctance: Many media outlets remain hesitant to cover LGBT community-related activities. This reluctance stems from varying degrees of social and cultural conservatism, which influences editorial decisions and limits coverage.
2. Shift Towards Advertorials: The Indian media landscape has transformed, with an increasing number of publications demanding advertorials. This shift means that obtaining organic coverage for events like the Kashish Pride Film Festival is more challenging, as media houses prioritize paid content over editorial features.
What can be done better next season
• Establish relationships with a wider range of media outlets, including smaller publications, niche blogs, and international media. This diversification can help mitigate reluctance from mainstream media.
• Reach out to podcasts, YouTube channels, and social media influencers who cover LGBTQIA+ issues and independent cinema.
• Organize exclusive preview screenings for journalists and influencers to generate early buzz and secure coverage ahead of the festival.
