United Colors of Benetton's new campaign takes on divisive politics


United Colors of Benetton’s new campaign takes on divisive politics

And urges you to vote

By Manali Shah  April 26th, 2019

Few brands dare risking their squeaky clean image by taking a stand on anything remotely connected to politics. So, United Colors of Benetton’s new campaign, in time for election season, comes as a breath of fresh air. #UnitedByVote addresses religious political agenda, and urges people to exercise their right to vote and stand up to divisive tactics. The video opens with close up of an old man declaring, ‘I will build a masjid’, followed by another saying, ‘I will build a temple’. These are followed by statements like, ‘I will make you doubt the power of democracy’ and ‘I will give you money for your votes’.   


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At the end, the message is clear—the real power does not lie with political parties, but with the masses. By using the hashtag, #ShowThemPower, the campaign encourages you to show the people in power, who’s really in control in a democracy—the voter.

The campaign, conceptualised by Taproot Dentsu, was launched at a panel discussion, with speakers such as Saif Ali Khan, Bhumi Pednekar, Siddhanth Chaturvedi and Sundeep Kumar Chugh, CEO and MD, United Colors of Benetton India. Sundeep said, “In recent years, political discourse the world over is tilting towards narratives that instill a fear of diversity, fear of the ‘other’, fear of what’s different and fear of what doesn’t conform to goad people into choosing elected representatives. #UnitedByVote is Benetton’s effort to rise above a simple transactional relationship and create a more meaningful voice. A voice that identifies and brings together all the diverse pillars of our society to create something bigger, more powerful and all encompassing—a united nation exercising their power to vote rightfully.”