United Colors of Benetton urges Indians to stand up for the Constitution in campaign
United Colors of Benetton has launched a film urging Indians to unite and vote to uphold the values of the country’s Constitution.
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The #UnitedByVote campaign, which was created by Taproot Dentsu, aims to encourage Indian citizens to stand up to the politicians that use prejudice and fear to rule and take back their individual power by exercising their right to vote.
The campaign features references from politician’s speeches before a finger with an ink mark comes into frame and shuts them up. The film ends with the line, ‘Show them who has the power’, followed by the campaign hashtag #UnitedByVote.
The campaign fits within United Colors of Benetton’s brand purpose to support social causes and create impactful advertising campaigns.
“Benetton Group has always been taking strong stands and supporting social causes with no diplomacy; it has been a part of our DNA,” said Sundeep Kumar Chugh, chief executive, Benetton India.
“In recent years, political discourse the world over is tilting towards narratives that instill a fear of diversity, fear of the ‘other’, fear of what’s different and fear of what doesn’t conform to goad people into choosing elected representatives. The younger generation is not afraid to take a stand and voice their opinion on larger social issues and that is what they have come to expect from the brands that they endorse as well.
“#UnitedByVote is Benetton’s effort to rise above a simple transactional relationship and create a more meaningful voice - a voice that identifies and brings together all the diverse pillars of our society- to create something bigger, more powerful and all encompassing – a united nation exercising their power to vote rightfully.”
Titus Upputuru, creative head, Taproot Dentsu Gurgaon said: “We wanted to bust the myth about power. The typical farce that happens during elections is politicians claiming that they can do this or that for the public; in saying so they seem to portray that they have the power to give us what we need and decide what we should eat, wear and believe. We wanted to tell the truth, that the power actually lies in the hands of the voter, because he or she decides who should govern and serve the country.”
The campaign was launched at Jai Hind College in Mumbai and was accompanied by a panel discussion including Saif Ali Khan, Bhumi Pednekar, Siddhanth Chaturvedi and Sundeep Kumar Chugh, CEO & MD, Benetton India.