To commemorate India's 71st Independence Day fashion brand United Colors of Benetton and storytelling platform Terribly Tiny Tales have created a digital campaign titled #UnitedByFaith.
The film captures the diversity of India by narrating the story of Noorul Hasan, a Muslim resident in Lucknow, Uttar Pradesh (India), who gave up a part of his house to restore an abandoned old Hindu temple that he was sharing a wall with.
Sundeep Chugh, CEO Benetton India Pvt. Ltd, said: “Benetton’s ethos has been to bring forward opposing social norms and emotions, and further uniting them with a clear message on humanity first."
"Benetton’s campaigns in India paints a similar picture in regards to the brand ideology while highlighting the social causes and knitting the diverse colors of India together," added Chugh.
Chintan Ruparel, co-founder and chief creative officer, Terribly Tiny Tales said: “We’re glad the brand came on board with this idea, because they added a lot to the narrative and the edit with their inputs. In that way, it was a truly collaborative effort.”
Benetton created a similar campaign last year titled #UnitedbyPlay.
: United Colors of Benetton ' #UNITEDBYFAITH by United Colors of Benetton'
