June 2026 | India – Anahata Organic, in collaboration with LGBTQIA+ activist and artist Rani Kohenur and the Tweet Foundation, has launched a Pride Month campaign that reinterprets queer representation through Indian mythology, accompanied by a ₹1.5 lakh commitment towards community upskilling initiatives.
At a time when many Pride campaigns rely on visual symbolism alone, “Pride before Pride” takes a culturally rooted approach to representation. By revisiting queer and gender-fluid figures from Indian mythology and pairing these narratives with lived experiences from the LGBTQIA+ community, the campaign seeks to spark meaningful conversations around identity, belonging and acceptance. Beyond storytelling, the initiative also extends its impact by contributing to community education and skill development, reinforcing the belief that visibility and empowerment must go hand in hand.
Queer and gender-fluid figures have existed in Indian narratives for centuries. At its heart, the campaign asks:
What if these identities were never new? What if we simply forgot?
The project is inspired by three iconic figures from Indian mythology whose stories transcend conventional binaries:
- Mohini, Vishnu’s divine feminine avatar, representing transformation and fluidity – represented by Rani Kohenur;
- Ardhanareeswarar, the unified form of Shiva and Shakti, embodying the harmony of masculine and feminine energies – represented by Urmi Jadav;
- Shikhandi, the Mahabharata warrior whose journey challenges conventional ideas of identity and destiny – represented by Swagatho.
Reimagined through individuals whose lived experiences reflect the campaign’s themes of authenticity and self-discovery, these mythological figures bridge ancient narratives and contemporary realities, creating representation rooted in truth, dignity and humanity.
The campaign will roll out across digital platforms throughout Pride month via portrait releases, short films, community conversations and behind-the-scenes storytelling. (Preview). The initiative unfolds across three creative pillars:
- Mythological Portrait Series: A reinterpretation of Mohini, Ardhanareeswarar and Shikhandi through editorial photography inspired by temple aesthetics and sacred iconography.
- Ritual & Healing Film: A cinematic exploration of self-care rituals including kajal application, champi, pranayama, aromatherapy and abhyanga, presenting healing as an act of self-acceptance and inner alignment.
- Behind-the-Scenes Documentary: An intimate look into the making of the campaign, capturing personal conversations and the collaborative process behind the project.
The visual language draws from temple architecture, ritual adornment, mirrors, kajal, kumkum, alta and moments of stillness, intentionally moving away from loud activism aesthetics and performative representation. Instead, the campaign embraces emotional vulnerability, spirituality and authenticity.
Speaking about the initiative, Radhika Iyer Talati, Founder of Anahata Organic, said, “At Anahata Organic, our philosophy has always been rooted in healing through nature, mindfulness and conscious living. This campaign expands that philosophy into the realm of identity and belonging. By revisiting stories that have long existed within our own mythology, we hope to encourage reflection and remind people that transformation and self-expression have always been part of India’s cultural fabric. Sometimes healing begins by remembering what was never truly lost..”
Rani Kohenur added, “For many members of the queer community, the greatest struggle is not becoming someone different, but being accepted as who they have always been. This campaign is deeply personal because it reconnects our lived realities with stories that have existed in our own traditions for centuries. Through Mohini, Ardhanareeswarar and Shikhandi, we hope people see that identity is not something foreign or modern—it is something that has always belonged.”
As part of the initiative, Anahata Organic will also contribute ₹1.5 lakh to Tweet Foundation to support the education and skill development of children enrolled in its programmes. The contribution will directly benefit 50 children, enabling access to technology and software training, along with essential life skills that support their long-term personal and professional growth.
Through culture, storytelling and tangible community support, the initiative seeks to foster more nuanced conversations around identity, inclusion and belonging in contemporary India.
