We’re living in times that are volatile, especially when it comes to gender discussions and the subsequent fight for equality. Amidst all the noise and sexism, fashion brand United Colors of Benetton seems to have seized the issue by its collar. Benetton recently launched its campaign #UnitedByHalf, fronted by Kalki Koechlin, to address gender inequalities and issues related women empowerment that are rampant in today’s day and age.
The ad begins on a rather strong note with the narrator stating, ‘we’re not the better halves or worse... definitely not the weaker halves...,’setting just the right tone for the crusade. Visuals run to a start showing a traditional Rajput couple, both holding the iconic sword generally possessed by the man, followed by shots of kids arm wrestling, showing the little girl defeating the boy. In fact, the entire campaign is punctuated by a combination of a strong narrative and equally striking visuals.
From stressing on the division of responsibilities between a married-expectant couple to highlighting the breaking of the proverbial glass ceiling and equal pay, the campaign toys with every stigma our society is riddled with. It was heartening to see how the move doesn’t insist on justice as much as it does on equality. Nowhere does it say what the society needs to do for women, instead it demands, on behalf of women, the power and part they truly deserve. And that, more than anything, is what the fight for equality needs to be about.
Benetton doesn’t intend to stop at this campaign. To strengthen its resolve and commitment to help young girls grow into strong, independent women, the brand has associated with Project Nanhi Kali, an initiative that supports the education of underprivileged girls. As part of the program, Benetton intends to facilitate concept-based learning with the help of a specially designed method and practice of teaching.
Have a look at the campaign.
More On >> Fashion