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Benetton India launches #UnitedBySeries on Women's Day

Mar '20
Pic: United Colors of Benetton
Pic: United Colors of Benetton
Taking forward its legacy of promoting women empowerment, United Colors of Benetton has launched a digital film on Women’s Day titled #UnitedByStories that celebrates ‘Womanhood’. An ally of progressive woman of today, the brand highlights choices, victories, hardships of ordinary women who have attained success by converting their challenges into opportunities.

The film focuses on women who have embraced their scars and their failures and have still emerged victorious in this long journey called life. To showcase this imagery, all the women in the campaign have flowers taped with a bandage on their faces. The bandage depicts their struggles and the flowers honour the failure they encountered to become what they are.

The narrative of the campaign brings forth different dimensions of some of the powerful women, touching upon their personal and professional life, showcasing their challenging journey and determination to lead the stride.

The film features Rochelle Pinto, editor Tweak India; Bharti Gheni, gold medalist-para badminton; Saloni Suri – corporate trainer; Geeta Tandon – a Bollywood stunt artist; Nirmika Singh – editor, Rolling Stone; Guneet Monga – film producer; Shibani Gharat – Marathon runner & TV journalist at CNBC TV18 and Sharanya Rajgopal – Studio head for Terribly Tiny Tales as they speak on the choices they made to excel in their respective fields and come together to be the voice for #UnitedByStories.

“United Colors of Benetton’s latest campaign is another significant initiative by the brand in regard to women empowerment and a small step to encourage all the women out there to unleash their potential and chase their dreams. I am thankful to all the wonderful women who came forward and spoke about their fascinating journey to weave the campaign together and celebrate Women’s Day with #UnitedByStories,” said Sundeep Chugh, CEO Benetton India Pvt Ltd.

Over the years, the brand has established #UnitedBy as an impactful platform that has been instrumental in strengthening its commitment to voice social issues through a series of thought provoking campaigns such as #UnitedByPlay, #UnitedByFaith, #UnitedByHalf and #UnitedByHarmony that have taken a bold stand on causes that affect the society such as women empowerment, integration, harmony, unity and diversity.

Benetton Group is one of the best-known fashion companies in the world, present in the most important markets with a network of about 5,000 stores. A responsible group that plans for the future and lives in the present – with a watchful eye to the environment, to human dignity, and to a society in transformation – the group has a consolidated identity comprised of colour, authentic fashion, quality at democratic prices and passion for its work. These values are reflected in the strong, dynamic personalities of United Colors of Benetton and Sisley brands.

United Colors of Benetton’s commitment to women empowerment has always been a central feature of the brand that, through its communications campaigns and collaborations with leading non-profit organizations, makes the public reflect on women empowerment of universal relevance.

Fibre2Fashion News Desk (PC)

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