 "UCB’s I-Day video stirred the Internet with an eye-opening message")
In early hours of the morning, a man wearing a Muslim skull cap is shown going about his neighborhood summoning young men like him who are seen carrying glass bottles, bats, bricks and the likes. As soon as we watch a scenario like this, the stereotypical mind in us starts assuming a communal clash down. But, amidst all this negativity, good things do happen! United Colors of Benetton’s incredible Independence Day video, ‘One Faith’ challenged stereotypical perspectives on communal violence and raised intriguing questions on the big, eternal issue of Hindu-Muslim divide in India. The video beautifully portrays how tools supposed to mean violence can also bring people together for a common cause or a celebration of unity – To play Cricket. Benetton has proved that “a sport that has come to be a religion in India can sure unite people of multiple faiths for a match that sees the triumph of only ‘One Faith’ – one that is #UnitedByPlay.” Portraying a cause that we all care about, UCB’s campaign, #UnitedByPlay brought out, through the video, the brand’s belief in breaking-free from the stereotypes we have been living with since forever. The brand’s message has touched many hearts and emotionally impacted Indians with the video going ‘viral’ in just 10 hours! 26,000 Facebook reactions, more than 7000 shares and about 8 Lakhs views on the video strongly indicate that India still believes in tolerance & cohesive coexistence of different faiths. Celebs and Twitteratis took to various social networks to express their experience watching this video that shows a newer perspective of looking at the world around us, making the video trend as #1 for more than 3 hours.
This Independence Day was all about a 3-minute video that changed perceptions and highlighted positivity about an extremely controversial situation of religious intolerance. The message around #UnitedByPlay reached a whopping 6 million twitter users in a day!
Check out the video (if you haven’t watched it yet) that incites powerful emotions about a unique relationship with cricket that has time and again fostered unity and is still going strong:
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