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Absolut Mixers has launched a bold campaign #Unlabel #Born Colourless that builds upon the brand’s long-standing commitment towards breaking biases, a journey that began with the ‘Born Colourless’ campaign in 2018.
People often make assumptions about someone based on their name, age, sex, origin, or profession, but these labels don’t always tell the whole story. The campaign features four powerful films from influential voices, each sharing their personal stories, who reveal the limitations and misconceptions of labelling and stereotyping.
In one such film, India’s first male beauty creator, Ankush Bahuguna, shares his experience of being judged for his passion for makeup, highlighting the assumption that it’s only for women. Meanwhile, actress Sunny Leone challenges the ‘item girl’ label in another campaign film, showcasing her multifaceted life as a successful businesswoman and mother. While choreographer Navtej Singh Johar challenges the traditional views of masculinity, Paralympic medallist Deepa Malik demonstrates that physical limitations don’t define one’s potential. These stories serve as a reminder that everyone is born with labels or biases, and by asking individuals to move beyond judgments, Absolut aims to foster a more open-minded and accepting world where everyone can thrive without the constraints of preconceived notions.
Commenting on the latest campaign, 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.”