United Colors of Benetton has unveiled a social experiment campaign to commemorate India's 72nd Independence Day.
The digital campaign #UnitedByHope features 'Older India' where people talk about the importance of religion and the importance of accessories associated with religion like kada (bangle), pagdi (turban), rosary, burkha etc.
They are then asked to keep all the religious accessories in a box. The box is then handed over to kids who accessorize themselves with all those religious essentials in different ways thus highlighting that the 'Younger India' chooses its own ways to do things.
Sundeep Chugh, CEO Benetton India said: “On this significant occasion of our nation’s Independence Day, we at Benetton India, once again strive to knit together the diverse colors of India to promote unity through the innocent and thought-provoking sentiments of the nation’s future generation.
"This video is our effort at fulfilling our commitment as a responsible brand to challenge social norms and force the viewers to question their definition of diversity and unity as well as seeding the thought of social change where diversity creates the foundation for a stronger and united nation. It is important to understand how the younger generation subtly leads the older generation along the path of unity while striking a chord with every Indian, irrespective of religion or caste, and slowly but surely paving the way for a united future.”