Absolut, a globally recognized brand championing diversity and inclusivity, has introduced its groundbreaking #UNLABEL #BORN COLOURLESS campaign.
This initiative takes a bold stand against stereotypes and societal biases, encouraging people to embrace individuality and authenticity. Building on the success of the 2018 “Born Colourless” campaign, this new chapter reaffirms Absolut’s commitment to fostering a world free from the constraints of labels.
The #UNLABEL #BORN COLOURLESS campaign challenges ingrained biases associated with names, genders, and professions, advocating for a society that values people for who they truly are. Absolut’s vision is simple yet profound: a world where individuality shines, unburdened by societal stereotypes.
To bring this vision to life, the campaign features four captivating short films that narrate the transformative journeys of individuals who have defied societal expectations:
- Ankush Bahuguna, a makeup artist, breaks the myth that makeup is exclusively a woman’s domain.
- Sunny Leone, known as an “item girl,” redefines the label by showcasing her dynamic identity as a successful entrepreneur and a devoted mother.
- Navtej Singh Johar, a dancer, challenges traditional ideas of masculinity.
- Deepa Malik, a Paralympic medalist, proves that physical challenges do not limit one’s dreams or achievements.
These stories serve as powerful reminders that labels are limiting, and everyone is #BornColourless—free from prejudices and biases.
Pulkith Modi, General Manager – Marketing, International Brands at Pernod Ricard India, emphasized the campaign’s relevance:
“In today’s world, labels often restrict how people are perceived, tied to race, gender, and societal norms. Absolut envisions a future where everyone is free to be themselves without judgment. Through #UNLABEL #BORN COLOURLESS, we aim to inspire a cultural shift, encouraging people to celebrate authenticity and reject stereotypes. Partnering with these trailblazing individuals has brought our message to life in an impactful way.”
With this campaign, Absolut seeks to ignite a global movement that challenges biases and promotes diversity. By spotlighting inspiring personal stories, the brand aspires to create a ripple effect, inspiring individuals to break free from societal constraints and embrace their unique identities.
The #UNLABEL #BORN COLOURLESS initiative exemplifies Absolut’s belief in the power of diversity to transform society. By encouraging people to see beyond labels, the campaign reinforces the importance of building an inclusive and accepting world where everyone can thrive as their authentic selves.
Absolut once again takes the lead in using creativity and storytelling to spark meaningful change, proving that the journey toward a label-free world begins with seeing people as they truly are.
Campaign links : https://drive.google.com/drive/folders/1lnx44ms2UXPv5rflC91R42ZsARLZteLZ
