Global fashion brand United Colors of Benetton has launched yet another powerful digital campaign titled #UnitedByCause.
The campaign captures the heartfelt stories of kindness of warriors who are going above and beyond to help the ones in need during these unprecedented times.
The digital campaign aims to convey that kindness is more than just a feeling as we navigate life during this crisis, all acts of kindness play a major role in reminding everyone that they are not alone and uplift their spirit.
Benetton India will shine the spotlight on a number of kindness warriors on its Instagram handle and will acknowledge all the good work they are doing for people, for a span of 2 weeks.
The brand has planned some thoughtful digital initiatives around the campaign in order to create the ripple and drive mass engagement.
Furthermore, the consumers of the brand will be given an opportunity to nominate individuals they know are contributing to serving the nation in whatever way possible.
Additionally, an Instagram AR filter will also be introduced which will allow consumers to swipe and have a mask on their face with adjectives of kindness such as compassionate, change maker, empathetic, etc. written on them to amplify awareness on the core brand message.
The fashion brand has also on-boarded 5 ‘Cause Ambassadors’ to amplify the campaign agenda. These are renowned personality in the media & lifestyle landscape: Nandini Bhalla, Founder of Mod Art International India; Nishant Joshi, Digital Influencers & Content Creators; Siddharth Batra & Dolly Singh and Comedian Supriya Joshi.
Benetton will also donate more than 1,00,000 masks through this campaign with the help of Uday Foundation.
Sundeep Chugh, CEO, Benetton India Pvt. Ltd., said “As a brand we are a strong believer of promoting inclusivity and the latest campaign is another significant step in this direction. The pandemic has made everyone more considerate and people are coming forward, extending kindness and making these troubled times endurable. The ethos of the campaign is to shine 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 recognition platform but also support the cause, encourage others to do their bit and invoke a sense of community spirit within everyone.”
Benetton has, over the years, established #UnitedBy as an impactful platform for strengthening its commitment to voice social issues through a series of campaigns. Some of them are #UnitedByPlay, #UnitedByFaith, #UnitedByHalf and #UnitedByHarmony.
Bharat Tex Special Report 2026 
