South Asian Heritage Month, observed annually from July 18th to August 17th, is a time to celebrate and honour the rich heritage of people with roots in the South Asian countries India, Pakistan, Bangladesh, Sri Lanka, Afghanistan, Nepal, Bhutan, and the Maldives. When brands engage with this month, they not only amplify the celebration but also play a crucial role in educating consumers about South Asian culture. This year, several brands have stood out in their efforts to get this outreach right.
Concerns Over Changes in Brand Involvement
Earlier this month, The Media Leader published a piece addressing concerns about a shift in how brands are participating in South Asian Heritage Month. Jasvir Singh, one of the founders of the celebration in the UK, expressed disappointment, noting that some brands have scaled back their involvement. He attributes this to factors such as a lack of diversity in senior roles, limited budgets, and inadequate representation within companies. Similarly, the Media For All (MEFA) organisation has pointed out that while internal initiatives around South Asian Heritage Month are on the rise in mainstream companies, external communications through advertising and promotion remain lacking. There’s still much work to be done in terms of public outreach during this significant month.
Brands That Got It Right in 2024
To understand how brands can positively contribute to South Asian Heritage Month, it is essential that we highlight brands that have made impactful efforts this year.
- Google hosted online panels and discussions with South Asian leaders in technology and business, promoting dialogue around the community’s significant impact on global innovation.
- Netflix curated a special collection of South Asian films and series, showcasing the region’s storytelling brilliance and providing a platform for these narratives to reach a global audience.
- Nike launched a special edition of their iconic sneakers, featuring designs inspired by traditional South Asian art. They also ran a campaign spotlighting South Asian athletes and influencers, emphasising the importance of representation in sports.
- Starbucks introduced a limited-edition drink menu inspired by South Asian flavours, including items like the Cardamom Chai Latte and Mango Lassi Frappuccino, offering consumers a taste of the region's rich culinary heritage.
These brands have not only celebrated South Asian Heritage Month through their products and campaigns but have also shown a deep commitment to honouring and amplifying South Asian voices and traditions, which enables them to be authentic in their celebrations. In doing so, they are able to contribute to a greater recognition and appreciation of the diverse cultural tapestry that enriches our global community.
