Absolut is looking to help build global unity through its brand campaign titled 'Born Colourless'.
Through a film conceptualised by Lowe Lintas, the film features tense situations across the world (including India) between different religions and races. This changes soon as the protagonist throws colours across to the other side to make sure every one is of a different colour and the revolt changes to a celebration.
The campaign also features 31 Pernod Ricard employees from different nationalities and ethnicities.
Kartik Mohindra, CMO, Pernod Ricard India, said, “Absolut has five brand beliefs, on the basis of that we need India specific campaign which resonates with the millennials for the sentiment, that go hand in hand in making the world into a better place. That’s where we started from, and the whole output came out to be better. The campaign addressed three-four of its beliefs that the brand has stood for."
Janmenjoy Mohanty, regional creative director, Lowe Lintas, said, “It isn’t often that a core product truth and a human belief come together cohesively to present before the world a compelling point of view that is, unarguably, the need of the hour. That’s what ‘Born Colourless’ is all about. An idea born out of the creative tenets of the Absolut worldview, aimed at creating a better tomorrow. The idea is also a tribute to a client who backed this courageously and in full measure – going as far as getting employees from across the world to feature and play many roles in the commercial. All of which make this idea very special for us.”