New Delhi: After talking about women safety in its ‘United by dont’s’ print ad last year, United Colors of Benetton has taken up women equality in its latest integrated campaign.
Made by advertising agency, Creativeland Asia the ‘United by half’ television spot highlights why women must be treated equally in all spheres of life.
The 45-second spot begins with a young bride standing next to her husband as the voiceover says “We are not the better halves definitely not the weaker halves,” and the camera focuses on a young girl winning a wrist fight with a boy. The film goes on to show women across age groups in different vocations standing up for equal pay for equal work and achieving success in whatever they are choosing to do in life. It ends with a powerful message that women have been denied their equal half for far too long and it’s time to unite for their equal half.
“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,” said Sundeep Chugh, chief executive, Benetton India.
The campaign is being promoted across television, print, digital and radio.
“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 United By Half campaign is an effort towards a better world, and we are proud to be working with Benetton on this journey,” said Sajan Raj Kurup, founder and creative chairman, Creativeland Asia.
The campaign is a part of Benetton Group’s Women Empowerment Programme aimed at supporting the empowerment of women worldwide.
The company has mentioned working towards the five key priorities for gender equality: sustainable livelihood, non-discrimination and equal opportunities, quality education, access to healthcare and combating violence.
Snehasis Bose, senior vice president, planning, Law & Kenneth Saatchi & Saatchi, noted that the idea behind the campaign does stand out but it does not polarize opinion unlike its earlier ads.
“The video generates awareness but the call to action is too weak. UCB is doing work on ground which allows women to do something about ‘their halves’ is missed in the video execution,” he added.
Bose also feels that this campaign does not match up to some of the most talked about and edgy work UCB has done internationally. The brand, for instance, created quite a stir with its Unhate print ad where opposing world leaders (political and religious) were shown kissing each other.
According to him, ITC-owned personal care brand Vivel’s Ab Samjhuata Nahin ad and Hindustan Unilever’s brand Dove’s Change The Rhyme campaign are good examples of ads which made a strong case for women empowerment.