Absolut Mixers has launched its latest campaign, #UNLABEL #BORN COLOURLESS, aiming to challenge societal assumptions and promote inclusivity. The initiative builds on Absolut’s ongoing commitment to breaking biases, which began with its ‘Born Colourless’ campaign in 2018.
The new campaign encourages individuals to look beyond labels and stereotypes, emphasizing the importance of understanding people for who they truly are. Absolut aims to foster a world where individuals are free from judgments based on their name, age, sex, origin, or profession.
The campaign features four impactful films showcasing personal stories from influential figures. Ankush Bahuguna shares his experience of being judged for his passion for makeup, Sunny Leone challenges the ‘item girl’ label, Navtej Singh Johar addresses traditional views of masculinity, and Deepa Malik shares how physical limitations do not define one’s potential. Through these stories, Absolut seeks to inspire people to reject labels and embrace individuality, reinforcing the message that everyone is #BornColourless, without preconceived biases.