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Absolut takes on racism in global ‘Born Colourless’ campaign

Vodka brand Absolut has launched its new global campaign ‘Born Colourless’  in India. Created by Lowe Lintas, the launch film features apparently antagonistic groups burying their differences by throwing colours at each other, evoking the popular Indian spring festival of Holi.

The campaign was directed by Brazilian ad filmmaker Pedro Becker and shot by Robert Richardson, a cinematographer who has won Academy Awards for films like ‘Hugo’, ‘The Aviator’ and ‘JFK’.

The ad starred 31 employees of Pernod Ricard with different national and ethnic backgrounds, alongside real-life activists who have challenged societal biases.

Speaking about the campaign Pernod Ricard India chief marketing officer Kartik Mohindra said:With our new campaign ‘Born Colourless’ the brand wants to drive the message that a colourful world is a colourless one where people need to drop their biases and look past superficial differences.

“It gives us immense pride to see our own employees and real people from across the world come forward to be a part of the film, to drive these beliefs.”

Lowe Lintas regional creative officer Janmenjoy Mohanty added: “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.”

Absolut created a manifesto video around the ‘Born Colourless;’ theme earlier this year to coincide with Anti-Racism day.

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