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By Taruka Srivastav, Reporter

August 15, 2017 | 2 min read

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.

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By United Colors of Benetton

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