Benetton India has launched a video film that exhorts citizens to stand up to the aspirants to seats of power who might want to split them apart with fissures of prejudice and fear, to look above and beyond superficial differences and take back the power that rightfully belongs to them.

The ad film urges people to unite in order to keep alive the values enshrined in the Constitution. It is Benetton’s effort to rise above a simple transactional relationship and create a more meaningful voice - a voice that identifies and brings together all the diverse pillars of our society- to create something bigger, more powerful and all-encompassing – a united nation exercising its power to vote rightfully.

The campaign emphasises real power does not lie with political parties but with the public and asks them to show their power by exercising their right to vote. Political parties make promises to the public until a finger with an ink mark comes into frame and shuts them up.

Benetton is one of the best-known fashion companies in the world, present in the most important markets with a network of about 5000 stores. The group has a consolidated identity comprising colour, authentic fashion, quality at democratic prices and passion for its work.

 

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