It was only in October 2018 when homosexuality became legal in India, despite the country having a population of an estimated 104 million people identifying themselves as LGBTQ+. Pragya’s album, Queerism, was therefore to be the first album from an openly gay artist to be released in the country since homosexuality had been decriminalised, an event which we recognised as having international importance. Despite Pragya being 4,500 miles from our offices and an 8-hour time distance, we spoke regularly to Pragya via Skype to ensure all elements of the information we were communicating were true and accurate, making sure everything we did was approved by Pragya and portrayed her and her album in exactly the right way.

Key to the success of the campaign was Pragya herself. Impassioned, intelligent and informed, there was no-one better to put across what the music meant to her and the obstacles she had to overcome in life than herself. With our close relationship with journalists and broadcasters around the world, we were able to quickly contact major publications and broadcasters, each being bespoke and tailored to fit the target audience.

Ensuring that both gay media and national and international media were introduced to Pragya and demonstrating how her music and her beliefs are progressing the LGBT community in India, the campaign has allowed her to tell her own story in her own words, engaging with people in a way that goes way beyond how social media and streaming can help an artist develop a meaningful fanbase.

To date, Pragya has appeared on Jeremy Vine’s BBC Radio 2 Show; BBC Asian Network; Gay Times; Gay Star News; Billboard; NYLON; UniLad; Pink News; The National Student; Times of India; The Hindu, plus dozens of radio plays and features around the world.