Benetton Group is a well-known global fashioned brand based in Italy which was founded in 1965. The firm operates in many countries across the world and has a network of 5000 stores across the world. The brand is a subsidiary that is completely owned by the Benetton family’s holding company known as Edizione. The brand is known for its sports sponsorships and its campaigns. One of the successful advertising campaigns was the ‘United Colors’ and the company also won many prestigious awards for their campaigns.
The pandemic has changed the lifestyles of people and the functioning of companies across the world. People after a year, today are maintaining a balance between life and livelihood. The United Colors of Benetton is continuing its legacy even during tough situations and the reason behind that is its commitment to promote peace, social harmony, unity, and cohesiveness. The company has recently launched the second phase of the ‘United by cause’ campaign on the occasion of India Republic Day.
The campaign which was drafted by Taproot Dentsu depicted a powerful and meaningful message. The campaign aimed to shed light on how people in India should stay together to promote the progress of the country. The pandemic has shattered many lives and through this campaign, the company gave a message that every individual should remind themselves to do all the necessary things to fight back pandemic.
The ad is featured with a black and white background that begins with an Azaan and then blends into a temple prayer. The ad starts with two hands extended as a prayer gesture of the Muslim community and as the water pours, the hands wash to clean and then form into a Namaste gesture depicting a message to continue the process with hope and unity. The ad connects to people emotionally showcasing how important it is to stay together.
United by cause campaign makes people stronger and put a thought that as we all are fighting the same cause, for a brighter and better future and people can only do this by continuing the protocol for some more time which will, in turn, leads to victory.
