Gurugram: Absolut, a brand synonymous with celebrating diversity and fostering an open-minded world, has unveiled its latest campaign, #UNLABEL #BORN COLOURLESS, a powerful initiative aimed at breaking biases and dismantling stereotypes. Building on its 2018 campaign, Born Colourless, this new chapter reinforces Absolut’s commitment to creating a world where everyone is free to express their true selves without fear of judgment.
The #UNLABEL #BORN COLOURLESS campaign challenges individuals to move beyond preconceived notions tied to names, genders, professions, or other societal labels, and instead, embrace the uniqueness of every individual. At its core, the campaign aims to foster inclusivity, urging society to see people for who they truly are, beyond the constraints of stereotypes.
The campaign features four compelling short films, each spotlighting personal stories of influential voices who challenge societal labels:
- Ankush Bahuguna, sharing his journey of pursuing makeup artistry and breaking the stereotype that it’s solely a “woman’s domain.”
- Sunny Leone, redefining the label of an “item girl” by showcasing her multifaceted identity as a successful entrepreneur and devoted mother.
- Navtej Singh Johar, challenging traditional perceptions of masculinity.
- Deepa Malik, demonstrating that physical limitations do not define one’s potential or aspirations.
These narratives serve as a poignant reminder that we are all #BornColourless, free from labels and biases, and highlight the limitations of judging individuals based on superficial assumptions.
Commenting on the campaign, Pulkith Modi, General Manager – Marketing, International Brands, 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.”
With #UNLABEL #BORN COLOURLESS, Absolut aspires to spark a societal movement, inspiring individuals to challenge biases and celebrate authenticity. The campaign underscores Absolut’s belief in the transformative power of diversity and the importance of fostering a world where everyone can thrive without labels.
Campaign Link: #UNLABEL #BORN COURLESS
