Absolut Mixers has launched its new campaign #UNLABEL, #BORN COURLESS, speaking about the long-standing commitment of the brand towards challenging and breaking biases, beginning with the ‘Born Colourless’ campaign in the year 2018. The campaign #UNLABEL #BORN COURLESS encourages individuals to look beyond stereotypes and labels and rather put their focus on getting the opportunity to know people for their true selves. By insisting individuals to go beyond mere casting labels and judgments, Absolut has the objective of fostering a more accepting and open-minded world where everybody gets to flourish without the limitations of predetermined notions.
The campaign depicts as many as four strong films aspiring to lead a movement where people are encouraged to look beyond labels. Often people are ready to make assumptions about somebody based on their name, sex, age, profession, or origin but in most cases, these labels do not narrate the entire story.
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The campaign further unravels the misconceptions and limitations surrounding stereotyping and labeling via personal stories from impactful and influential voices. Ankush Bahuguna shares the experience of getting judged for his passion and love for makeup, throwing a light on the assumption and stigma that makeup is only associated with women and not men. The ‘item girl’ label is challenged by Sunny Leone, depicting her dynamic life as an accomplished mother and businesswoman. The traditional opinions and views of masculinity are challenged by Navtej Singh Johar, whereas Deepa Mail offers a ray of inspiration with her story highlighting how one’s potential is not defined by their physical limitations. These stories remind us that everyone is #BornColourless devoid of biases or labels.
Speaking about the campaign, Pulkith Modi, General Manager – Marketing, International Brands at Pernod Ricard India said: “We are living in a world where labels that are based on societal expectations, gender, and race define people. At Absolut, we have the belief in a world that expresses its true selves freely, not burdened by these restrictions. The campaign is a call for shifting towards inclusivity and is a call to action that inspires people to look beyond their stereotypes and assumptions to celebrate authenticity and individuality. We feel exhilarated for partnering with such inspiring voices to bring this message to life.”
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