Absolut And White Label Partners To Challenge Stereotypes With Bold #UNLABEL Campaign

Absolut, as part of its long-standing commitment to fostering inclusivity and breaking biases, announces the launch of its latest campaign, UNLABEL, BORN COLOURLESS. The campaign builds upon the brand’s long-standing commitment towards breaking biases, a journey that began with the ‘Born Colourless’ campaign in 2018. #UNLABEL #BORN COLOURLESS encourages individuals to look beyond labels and stereotypes, and instead, focus on getting to know people for who they truly are. By asking individuals to move beyond judgments and casting labels, Absolut aims to foster a more open-minded and accepting world, where everyone can thrive without the constraints of preconceived notions.

Absolut has partnered with White Label to bring this powerful message to life through a series of four compelling films. The campaign features four powerful films that aspire to spark a movement, encouraging people to look beyond labels.

Featuring personal stories from influential voices, the campaign highlights real experiences of being misjudged based on name, age, gender, profession, or background. While Ankush Bahuguna shares his journey of breaking stereotypes around men and makeup, Sunny Leone challenges the ‘item girl’ label by showcasing her life as a successful entrepreneur and a mother. Navtej Singh Johar redefines masculinity beyond traditional norms, and Deepa Malik proves that physical limitations do not define one’s potential. Through these narratives, #UNLABEL reinforces the idea that we were all #BornColourless—without labels or biases.

Commenting on the association, Pulkith Modi, General Manager - Marketing, International Brands at Pernod Ricard India, said, “We live in a world where people are often defined by labels based on race, gender, and societal expectations. At Absolut, we believe in a world where everyone is free to express their true selves, unburdened by these constraints. The #UNLABEL #BORN COLOURLESS campaign calls for a shift towards inclusivity, it is a call to action, encouraging people to look beyond assumptions and stereotypes, and to celebrate individuality and authenticity. We are thrilled to partner with such inspiring voices to bring this message to life.”

Rohit Tugnait, CEO, White Label, (a unit of White), added, “There's a reason we're called White Label - it's because we believe that sticker value is just not as important as the value of the content we create. The brief from Absolut resonated with this belief system. The #UNLABEL films inspire people to think beyond preconceived notions, to think beyond the sticker value of labels applied to different types of people - we love this! It's why making these films was not just incredibly fun, it was something we, as a team, could also cherish.”

The #UNLABEL campaign serves as a bold reminder that assumptions and biases often fail to tell the full story of an individual.

Campaign Link: https://www.instagram.com/reel/DE1s9VBx-8H/?igsh=b3dtZ2I1Nmg3bnNq