Pinkwashing is a cowardly move on a brand’s part: Sushant Divgikar

Sushant Divgikar (she/they), also known as Rani Kohenur (drag name), will be featured in Marvel Entertainment and Audible’s upcoming podcast series Marvel's Wastelanders. 

Divgikar was the second openly gay man to win the title of Mr Gay India in 2014. Since then, Divgikar has used her platform to raise awareness about LGBTQ+ issues and has been a vocal advocate for the community. 

In the past, Divgikar has called out brands for pinkwashing and also voiced her opinion on trans actors not being cast in mainstream Bollywood movies. 

She has been associated with brands such as Absolut India, Levi's, and H&M, among others.

We caught up with Divgikar to get the 411 on her association with Audible and Marvel Entertainment's new podcast, how she analyses brands that are trying to cash in on the diversity tick mark and the challenges faced in the entertainment industry. 

How do you evaluate the content platforms or brands that you associate with to ensure that they align with your values of inclusivity and diversity, and what criteria do you use to determine whether they are worthy of receiving a diversity tick mark?

There are a lot of brands that associate with the LGBTQ+ community only for the diversity tick mark. But we (the queer community) know that the primary function of change in the media industry should come from within organisations. 

Brands and media organisations should research the community and ensure their communication and association is inclusive. 

Brands shouldn’t just get an LGBTQ+ member on board because it's pride month, and they want to paint their logos in rainbow colours. The audience and the queer community can immediately tell that the content is not an authentic approach. 

When a piece of content is not authentic, I don’t call brands out anymore. But instead, pick up the phone as a grown-up should and let them know that what they are doing is absolute rubbish. I also tell them not to play this diversity tick mark game with me because it is a field that I can always win in. 

When brands represent the LGBTQ+ challenges and traits by monetising it shouldn't just do it for a short period and then treat us like shit for the rest of the year.

Brands and the media industry at large need to embrace diversity and aim to be more inclusive consistently. Rather than just being inclusive in workspaces because those are the company’s policies. These are the parameters I take note of before deciding who to collaborate with or not. Especially when it is an organisation that has a lot of workforce and has the power to change people's minds, but doesn’t make any effort to do so. 

In contrast, there are other brands that I would like to give room to grow and time to change. Because in one way, they are also learning about gender identities, sexualities and orientation. These are not topics people in India talk about openly and freely. When we reach a place where we talk about these topics openly, change in the media industry will occur. 

Can you share any challenges you faced while pursuing your career in the entertainment industry, especially as a member of the LGBTQ+ community in India?

Every day is a challenge. But I have learnt not to host my pity party and have decided to slay all the stereotypes and discriminations thrown at me. Because if no one takes a stand, nothing will progress. 

Trans and queer people need to claim the entertainment space. When the GenZ audience sees that we are out there fighting the good fight, a fire within them ignites. People can like us or not like us, but opinions can not determine the queer communities' narratives and goals. We are living our truth, it is going to be tough for us for many years, and I’m prepared for that. No one has it easy, you need to keep fighting. 

But times are changing, and there is hope. Through content, we can create change in society and through action, we implement this progressive stance. 

In your opinion, how do you see the representation of the LGBTQ+ community being represented in the media and entertainment industry in India? Are they more open to casting performers from the community?

The representation of the queer community in our country in mainstream media has been terrible for the longest time. But there are many out there like Deepa Mehta, amongst others who are trying to break the caricaturist image of queer people in the entertainment industry. 

It is very important to also note, that in the past five years, we have come out with a lot of content that revolves around queer issues. Some of these have been portrayed sensibly. However, 99% of the time they won’t cast queer people at all which is a huge issue. While casting they shouldn’t give us roles based on our sexualities or gender but on our merit. 

In regards to brands pinkwashing their content to appeal to the LGBTQ+ community, how should they be authentic in their messaging and casting?

Pinkwashing is a cowardly move on a brand’s part. Brands need to understand that when they are pinkwashing, the community and the audience know what they are doing. They need to be more mindful while creating campaigns around inclusion. 

If a brand isn’t implementing inclusivity in its workplace, to begin with, nobody is going to take any communication that is coming from the brand seriously. 

Brands have great power and reach to influence an audience. Therefore, they should educate themselves about the nuances of the LGBTQ+ community and make sure that their communication comes from a place of authenticity. They should work in alignment with the community to create a conducive environment to create good content and a brighter future. 

How have you been marketing the show Wastelanders? 

I have spoken about the show on social media and have received a lot of love for the same. Apart from that I am hoping to receive more buzz around the show through press coverages on different mediums. 

For this show to be happening for a transgender person is beautiful because we are finally getting these opportunities in mainstream media. So, I am trying my best to promote this show on social media so that more people will feel inspired to come out of their closets and media platforms will be persuaded to give us work in mainstream media. 

While we are not hiding in closets anymore, I think people are still hesitant to give us work.