On International Women’s Day, today, Benetton is set to launch its latest campaign which is aimed at promoting gender equality in one of its leading global markets, India.
Under the label #UnitedByHalf, United Colors Benetton new campaign looks to challenge social issues in India concerning the role of women. The campaign aims to give a wider voice to the social concerns faced by women across India, ranging from how they are expected to behave in relationships, to education and equal rights. First launched in India on Valentine’s Day, the campaign has attracted support from leading celebrities and influencers across India. Now, as United Colors takes its campaign globally, the fashion retailer seeks to encourage its consumers support the empowerment of women.
The new campaign, which includes a short film that depicts men and women as equal partners, strives to tackle the deep rooted social taboos still prevailed in India and other developing markets that see women less than men. As India is the brand’s largest market for menswear outside of Italy, the Benetton Group choose to focus its latest initiative under its Women Empowerment Programme in the country and targets men in its campaign, persuading them to see women as equal partners while highlighting the need for genuine equality.
“We’re proud to be working on direct projects to improve the lives of women in developing countries but, with a major presence in India, we want to do more,” Chiara Mio, leader of the Benetton’s Group said. “This new campaign takes our message of women empowerment directly into one of our biggest global markets, notably for menswear.” Promoting gender equality and women’s safety is also one of the key elements of the Benetton’s Group global sustainability roadmap. It’s Women Empowerment Programme is a long-term project which focuses on supporting and fighting for the empowerment of women worldwide.
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