Absolut, known for its advocacy of inclusivity and social change, has launched its latest campaign, #UNLABEL: Born Colourless, in partnership with White Label. Building on the success of its ‘Born Colourless’ campaign from 2018, #UNLABEL invites people to look beyond stereotypes and labels, celebrating authenticity and individuality.

The campaign features four impactful films showcasing the personal stories of trailblazers who challenge societal biases:
Ankush Bahuguna, who redefines masculinity by breaking norms surrounding men and makeup.
Sunny Leone, who shares her journey of overcoming the “item girl” label to become a successful entrepreneur and mother.
Navtej Singh Johar, a performer who redefines traditional masculinity through his work and life.
Deepa Malik, who highlights how physical limitations do not dictate one’s potential, proving the power of resilience.

Through these narratives, Absolut reinforces the message that we are all #BornColourless—free from the labels imposed by society—and calls for a world where individuality and acceptance thrive.

Pulkith Modi, General Manager of Marketing, International Brands at Pernod Ricard India, emphasized the campaign’s intent, “We live in a world where people are defined by labels—be it race, gender, or societal expectations. At Absolut, we believe in a world where everyone can express their true selves without constraints. #UNLABEL encourages inclusivity and celebrates authenticity, urging people to move beyond judgments and stereotypes.”
Rohit Tugnait, CEO of White Label, echoed this sentiment, stating, “At White Label, we value the content and stories we create more than the ‘sticker value’ of labels. The #UNLABEL films inspire us to move beyond preconceived notions and focus on the essence of individuals. Partnering with Absolut for this campaign was an honor and a cherished experience for our team.”
The #UNLABEL campaign serves as a bold reminder that societal assumptions often fail to capture the full story of an individual. With its thought-provoking narratives and powerful message, Absolut continues to challenge stereotypes, inspiring a more open-minded and accepting world.