A Spirit of Kindness

United Colors of Benetton launches a powerful digital campaign entitled #UnitedByCause saluting the unsung heroes of the pandemic.

Lifestyle Insider Still from the campaign

Springing from its strong legacy of celebrating and recognizing society’s unsung heroes, United Colors of Benetton launches yet another powerful digital campaign titled #UnitedByCause, capturing heartfelt stories of the kindness warriors who are going above and beyond to help people in need in these unprecedented times. The ongoing pandemic has caused panic and distress in people around the globe. The one thing that keeps us bound together is the act and feeling of ‘Kindness’. The campaign highlights this strong emotion and conveys that ‘Kindness’ is more than just a feeling and as we navigate life in times like these, any act of kindness, big or small, plays a major role in reminding everyone that they are not alone, and uplifts their spirit.

Lifestyle Insider Nishant Joshi

Leveraging the brand’s social media assets for a span of two weeks, Benetton India will shine the spotlight on a number of kindness warriors on its Instagram handle acknowledging all the good work they are doing during these tough times.

To create the ripple effect and drive mass engagement, the brand has planned some thoughtful digital initiatives around the campaign. With the stories being highlighted around kindness warriors on social media, the consumers will be given an opportunity to further nominate individuals they know who are walking on the same path and contributing to serving the nation. In addition, an Instagram AR filter will be introduced which will allow consumers to swipe and have a mask on their face with kindness adjectives such as compassionate, change maker, empathetic etc. written on them to amplify awareness on the core brand message. Benetton India has also on boarded five impactful ‘Cause Ambassadors’ for the campaign amplification; media personality Nandini Bhalla, Founder of Mod Art International India Nishant Joshi, and digital influencers and content creators, Siddharth Batra and Dolly Singh, and comedian Supriya Joshi.

Lifestyle Insider Dolly Singh

Additionally, Benetton aims to donate more than 1,00,000 masks through this campaign with the help of Uday Foundation. “As a brand we are a strong believer of promoting inclusivity, and the latest campaign is another significant step in this direction,” says Sundeep Chugh, CEO Benetton India Pvt. Ltd. “It emphasizes the power of kindness and how it brings individuals together. The pandemic has made everyone more considerate and people are coming forward, extending kindness, and making these troubled times bearable. The point of the campaign is to shine a light on these compassionate warriors sparking a change, by acknowledging their gestures that have a wide impact. The idea is not just to provide a platform for recognition, but also to support the cause, encourage others to do their bit, and invoke a sense of community spirit. I am proud of all the kindness crusaders and thankful for associating with us through #UnitedByCause.”

Lifestyle Insider Still from the campaign by United Colors of Benetton

Over the years, the brand has established #UnitedBy as an impactful platform that has been instrumental in strengthening its’s commitment to voice social issues through a series of thought-provoking campaigns such as #UnitedByPlay, #UnitedByFaith, #UnitedByHalf and #UnitedByHarmony that have taken a bold stand on causes that affect the society such as Women Empowerment, Integration, Harmony, Unity, Diversity etc.


Priya Kumari Rana

Lifestyle Insider is a kind of junction point, connecting people with diverse interests that touch on the more luxurious aspects of lifestyle – fashion, design, travel, food and spirits, art, watches and jewellery, cars, yachts, and aviation, and technology. People today don’t fit into boxes and categories. In our individual ways, we are interested in diverse themes, products, and the challenges that face our world today. You will judge how well this effort of mine caters to your passions and proclivities.

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It’s an exciting time for brands all over the world. With change comes opportunity. With the global ‘reset’ and uncertainty on many fronts, there is a chance to write a new script. Let’s be those pioneers.

A bit about me:
A luxury and fashion journalist with 25 years of experience in publishing and magazine journalism, I have edited some of India’s top fashion and luxury magazines. I got my BA in Comparative Literature from UC Berkeley, and went on to receive my Master’s in English and French from the University of Strasbourg, France. I have also studied German and Film. I live in Gurugram, India, and look forward to once again exploring our world with a new-found freedom.

Priya Kumari Rana

Founder and Editor

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