The equal half

The equal half

Global – Benetton has rolled out its United By Half campaign globally on International Women’s Day.

Article/20953 196
United by Half by Benetton, Global

Global – Benetton has rolled out its United By Half campaign globally on International Women’s Day.

  • The campaign, which was originally launched in India on Valentine’s Day, marks the first time the brand has directly challenged patriarchal culture in one of its principal markets
  • The campaign is part of the brand’s Women Empowerment programme, which supports the rights of women around the world

The United By Half campaign is designed to promote gender equality and break down cultural stereotypes. It depicts a variety of Indian women in positions of power, including a young girl armwrestling with a boy and a female army sergeant giving orders to a group of men.

It aims to encourage a broader view of women in Indian society and empower people to fight for equal rights, and has been backed by some of the country’s leading voices and celebrity influencers.

‘United By Half is a call for equal opportunities for women from all walks of life,’ says Sundeep Chugh, CEO of Benetton India. ‘But it also urges men to acknowledge the other half of the country – and world – and accept them as equal partners.’

India is Benetton’s biggest market outside Italy and the campaign has been viewed more than 7.7m times, with more than 12m interactions on the brand’s social and digital channels, according to The Drum.

The Big Picture

Benetton’s decision to roll out the celebrated campaign globally on International Women’s Day, and its willingness to take a stand against patriarchal culture highlights its status as a Backlash Brand.

Discover More News
Cashify flips Indian wedding tradition to promote smartphone resale

News

Cashify flips Indian wedding tradition to promote smartphone resale

Smartphone reselling platform Cashify is challenging outdated attitudes to second-hand tech by reimagining a long-standing wedding ritual as a cele...
Technology : Sustainability : Circularity
Stat: New overtourism report maps the global crisis

News

Stat: New overtourism report maps the global crisis

Wellness Retreat Magazine’s 2025 Overtourism Report ranks 40 major cities facing acute tourism saturation – and the data underscores a growing imba...
Statistic : Stat : Overtourism
Foresight Friday: Dede Mivehchi, foresight intern

News

Foresight Friday: Dede Mivehchi, foresight intern

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight intern&nbs...
Digital Detox : The Great Concert Comeback : Live Music Economy
MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

News

MAD//Fest 2025: Culture, collaborations and creating a new identity for women’s football

On day two of MAD//Fest 2025, Ruth Hooper, chief marketing officer at the Women’s Super League (WSL), set out a vision for reshaping the visual ide...
Global Events : Advertising & Marketing : Football
Stat: US Gen Alpha favour consoles over mobiles for game play

News

Stat: US Gen Alpha favour consoles over mobiles for game play

Despite assumptions that mobile gaming dominates among young people, a new US report reveals that Generation Alpha are leading the charge in consol...
Statistic : Gaming : Media
Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

News

Together Group and The Future Laboratory unveil New Codes of Luxury: Immersive Technologies for Transformation report

In their latest report, New Codes of Luxury: Immersive Technologies for Transformation, The Future Laboratory and Together Group explore how immers...
Luxury : Technology : Design
MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

News

MAD//Fest 2025: Delayed adulthood, algorithmic segregation and Gen Z hippies

MAD//Fest returned to Shoreditch on 1 July 2025, with this year’s theme Be Less Boring challenging brands to rethink how to engage with new audiences.
Global Events : Advertising & Marketing : Gen Z
Habitat and Pinterest unveil immersive campaign putting emotion into home design

News

Habitat and Pinterest unveil immersive campaign putting emotion into home design

Habitat has teamed up with Pinterest for an immersive storytelling campaign that repositions homeware as a tool for emotional re-invention and shop...
Retail : Design : Technology
Stat: Young adults are redefining romantic relationships on their terms

News

Stat: Young adults are redefining romantic relationships on their terms

As romantic norms fragment, 20% of people are now unknowingly practising ‘relationship anarchy’, according to the latest State of Dating repor...
Statistic : Stat : Dating
AI billboard visualises real-time sun damage in UV awareness campaign

News

AI billboard visualises real-time sun damage in UV awareness campaign

A new study by the British Skin Foundation reveals that 38% of Britons have already been sunburnt in 2025 – with Gen Z (35%) and Millennials (30%) ...
Advertising : Health And Wellness : Beauty
You have 0 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN