United Colors of Benetton commemorates India's Independence Day through diversity campaign
To commemorate India's 71st Independence Day fashion brand United Colors of Benetton and storytelling platform Terribly Tiny Tales have created a digital campaign titled #UnitedByFaith.
The film captures the diversity of India by narrating the story of Noorul Hasan, a Muslim resident in Lucknow, Uttar Pradesh (India), who gave up a part of his house to restore an abandoned old Hindu temple that he was sharing a wall with.
Sundeep Chugh, CEO Benetton India Pvt. Ltd, said: “Benetton’s ethos has been to bring forward opposing social norms and emotions, and further uniting them with a clear message on humanity first."
"Benetton’s campaigns in India paints a similar picture in regards to the brand ideology while highlighting the social causes and knitting the diverse colors of India together," added Chugh.
Chintan Ruparel, co-founder and chief creative officer, Terribly Tiny Tales said: “We’re glad the brand came on board with this idea, because they added a lot to the narrative and the edit with their inputs. In that way, it was a truly collaborative effort.”
Benetton created a similar campaign last year titled #UnitedbyPlay.
