Absolut Vodka India has taken a swipe at racial hatred with the 'Born Colourless' campaign.
The campaign highlights that while deeply coloured opinions exist in the world, for it to become a less divided place, we must look at the world through a colourless lens. Created by Lowe Lintas, the film was shot by three-time Academy Award winner Robert Richardson and directed by Brazilian director Pedro Becker.
The film features 31 employees from Pernod Ricard's staff base of different nationalities and ethnicities. Real people who have challenged the biases and societal norms. It focuses on violent struggles that affect different people of different backgrounds, who use violence to make their feelings known.
The film opens as a western standoff between people of different ethnicities as the voiceover asks "Colours. How did they inherit such palaces? Powers that can make us shun, shiver or shake our opinions about a walking, talking and breathing person?" As two groups face each other menacingly, the voice continues "How can being a shade apart mean being world's apart?"
Discussing the campaign, Kartik Mohindra, chief marketing officer at Pernod Ricard India, said: “Absolut as a brand has always believed in an open, inclusive world and used creativity to drive change and progress.
"With our new campaign ‘Born Colourless’ the brand wants to drive the message that a colourful world is a colourless one where people need to drop their biases and look past superficial differences. It gives us immense pride to see our own employees and real people from across the world come forward to be a part of the film, to drive these beliefs.”
Adding to this, Janmenjoy Mohanty, regional creative officer at Lowe Lintas commented: “It isn’t often that a core product truth and a human belief come together cohesively to present before the world a compelling point of view that is, unarguably, the need of the hour.
"That’s what ‘Born Colourless’ is all about. An idea born out of the creative tenets of the Absolut worldview, aimed at creating a better tomorrow. The idea is also a tribute to a client who backed this courageously and in full measure – going as far as getting employees from across the world to feature and play many roles in the commercial. All of which make this idea very special for us.”