Mumbai: Absolut, as part of its enduring commitment to inclusivity and breaking biases, has launched its latest campaign, #UNLABEL, BORN COLOURLESS. Building on the success of its 2018 Born Colourless initiative, this campaign continues Absolut’s mission to challenge stereotypes, urging people to look beyond labels and appreciate individuals for their true selves.
The #UNLABEL campaign focuses on dismantling judgments tied to age, gender, profession, and background. Through a series of four impactful films produced in partnership with White Label, Absolut highlights personal stories from influential voices who have defied societal labels and carved their own paths.
Featured voices in the campaign include:
- Ankush Bahuguna, who challenges traditional perceptions by sharing his journey of breaking stereotypes surrounding men and makeup.
- Sunny Leone, who redefines the “item girl” label and showcases her life as a successful entrepreneur and devoted mother.
- Navtej Singh Johar, who broadens the narrative of masculinity beyond traditional norms.
- Deepa Malik, who proves that physical limitations do not define potential.
The campaign’s message is clear: We were all #BornColourless—free of labels and biases.
Pulkith Modi, General Manager – Marketing, International Brands at Pernod Ricard India, said, “We live in a world where people are often defined by labels based on race, gender, and societal expectations. At Absolut, we believe in a world where everyone is free to express their true selves, unburdened by these constraints. The #UNLABEL #BORN COLOURLESS campaign calls for a shift towards inclusivity. It is a call to action, encouraging people to look beyond assumptions and stereotypes, and to celebrate individuality and authenticity. We are thrilled to partner with such inspiring voices to bring this message to life.”
Echoing the sentiment, Rohit Tugnait, CEO of White Label, remarked: “There’s a reason we’re called White Label—it’s because we believe that sticker value is just not as important as the value of the content we create. The brief from Absolut resonated with this belief system. The #UNLABEL films inspire people to think beyond preconceived notions, to think beyond the sticker value of labels applied to different types of people—we love this! It’s why making these films was not just incredibly fun, it was something we, as a team, could also cherish.”
The campaign serves as a bold reminder that assumptions and biases often fail to capture the full essence of an individual.
