Campaign India Team
Feb 16, 2017

Benetton pushes gender equality with #UnitedByHalf

Watch the ad film conceptualised by Creativeland Asia here

United Colours of Benetton has rolled out a campaign '#UnitedByHalf' through which it looks to push gender equality and women empowerment. A film conceptualised by Creativeland Asia is part of the campaign.
The film shows women in different walks of life, claiming that they don't want to be known as 'better halves' or 'weaker halves', but all they want is their 'half'. The film pushes for women's equality whether it's about space, pay, opportunity for education, opportunity to make decisions and more. The voice over says 'women have been denied their half for far too long. Let us unite for the equal half."
Sundeep Chugh, CEO, Benetton India, said, “Women’s safety and gender equality are issues very close to our hearts and we promote them through the Benetton Women Empowerment Program, a long-term initiative to support women's rights worldwide. We believe women in India are still struggling to claim their equal rights. In the plan of happiness for a successful relationship, man and woman play equally powerful and important roles. The #UnitedByHalf campaign is our way of changing the mind set of society and celebrate women as equal partners, and actively stand for her right to an equal life. Women from all classes and societies would be able to relate to it as this is about inspiring women to question the limits they have been conditioned into accepting and challenge status quo. It is time to unite with love and equality!”
Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, said, “No matter how much we deny it, this world won’t be a better place till women and men are treated as equals by one and all. Be it at home, or school, or the workplace. The #UnitedByHalf campaign is an effort towards a better world, and we are proud to be working with Benetton on this journey.”
Benetton has also partnered with Project Nanhi Kali, an initiative that supports the education of underprivileged girls. Benetton will provide academic support in the form of before or after school classes where trained tutors will facilitate learning. Also, each girl child will receive a kit comprising of a school bag, shoes, socks, stationery, undergarments, hygiene material and other essentials that help a girl go to school with dignity. Social support will also be provided.
Campaign India

Related Articles

Just Published

25 minutes ago

Google delays cookie deprecation again: APAC adtech ...

Google will now phase out cookies entirely in 2025 after being told the concerns around Privacy Sandbox still need to be addressed.

22 hours ago

BJP leads online political ad space with INR 19.1 ...

The ruling party has allocated over 117 crores to Google Ads since January for campaign purposes, according to the Google Ads Transparency Centre.

22 hours ago

Bisleri India on the hunt for a new creative partner

The pitch is currently underway via the brand's Mumbai office.

23 hours ago

Amazon layoffs impact APAC adtech and media leaders

The job cuts are part of Amazon's plans to streamline its sales, marketing and global services division globally.