Absolut, in its continued effort to bring about inclusivity and break biases, announces the launch of its latest campaign, UNLABEL, BORN COLOURLESS. The campaign continues on the brand’s long-standing commitment towards breaking biases, a journey that began with the ‘Born Colourless’ campaign in 2018. #UNLABEL #BORN COLOURLESS asks people to look beyond labels and stereotypes and focus on getting to know people for who they are. Absolut asks people to look beyond judgments and labels, thereby creating a more open-minded and accepting world where everyone can thrive without the constraints of preconceived notions.
Absolut has collaborated with White Label to bring this powerful message to life through a series of four compelling films. The campaign features four powerful films that aspire to spark a movement, encouraging people to look beyond labels.
Featuring personal stories from influential voices, the campaign raises real experiences that have been lived with being judged for their name, age, gender, profession, or background. One such example of breaking stereotypes in men and makeup is Ankush Bahuguna; another example has been Sunny Leone, who finally talked about her life as a successful entrepreneur and mother, putting all the ‘item girl’ rumors to rest. Navtej Singh Johar redefines masculinity beyond norms, and Deepa Malik proves that physical limitations do not define one’s potential. Through these narratives, #UNLABEL reinforces the idea that we were all #BornColourless—without labels or biases.
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,” said Pulkith Modi, General Manager – Marketing, International Brands at Pernod Ricard India while commenting on the association. The #UNLABEL #BORN COLOURLESS campaign is about 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.
Rohit Tugnait, CEO, White Label, (a unit of White), said: “There is a reason why we are called White Label. We feel that the value of a sticker is never as important as the value of the content you are creating. This brief really resonated with that belief system of ours.”. 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 is why making these films was not just incredibly fun, it was something we, as a team, could also cherish”.
The #UNLABEL campaign is a strong reminder that assumptions and biases often fail to tell the full story of an individual.
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