UCB Asks A Very Poignant Question One Day After Republic Day #UnitedByChange

UCB has always been vocal about social causes and they always raise the right kind of questions.Contrary to other brands which use this day as a revenue lever and go on ‘SALE’, United Colors of Benetton keeps on trying to create social impact. This Republic Day, through the mind of a 12 year old, they ask a very relevant question.

Why does our patriotism fade away on the 27th January? Where does the euphoria around the nation vanish away? Most importantly, what do we do with all the flags that we so proudly pinned on our pockets and waved with our friends?

This short ad film revolves around a young child who goes missing one day after Republic Day. A frantic mother is trying her best to locate him, and the crux of the story unfolds. Check it out!

Impeccable acting, a strong storyline and a very relevant question – it’s all working for this campaign by United Colors of Benetton which has now crossed over half a million views and ~50,000 engagements in just a matter of two days.

It’s creating a lot of buzz amongst Twitterati as well, with the likes of Randeep Hooda, Konkona Sen Sharma and Saina Nehwal tweeting about the campaign!

Most branded content around this time of the year is very predictable. From brands shouting their lungs out about corruption & unity to them temporarily changing their logo to the tri-colour, it’s all become very ordinary. But UCB continues to break the clutter by intriguing us with very relevant social issues.


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