Lifestyle and gifting brand-shazé has continued its stance against stereotyping and its fight against the tendency of people to label others (#Labellion, #AgainstLabels), with its latest campaign embodied in its new store’s facade.
The brand unveiled on October 7, 2016 a street-art mural on its Colaba outpost façade that mirrors the youth’s outrage towards categorisation and labelism. The mural comprises a portrait of an anguished face constructed out of the labels that shazé boldly stands against, captured through the social media voices captured on the #AgainstLabels platform.
The brand along with Sandipan B and his team at The Grey Group, India, conceived and launched a campaign to crowd source the stereotypical labels people have to endure, in the form of stories, pictures, videos etc. from anguished victims of this stereotyping malady. The TransHuman team undertook an extensive social media listening exercise and sifted through huge amounts of data apart from the conversation streams on the #AgainstLabels platform, and shortlisted over 600 most used/abused negative labels. The labels represent millions of victims of emotional bullying across the world! Fatty, Black, Ugly, Dumb, Shorty, Brain-dead, Dumbass… and hundreds of other bullying stereo titles have been highlighted in the mural with the intent of sensitising people to the wrongs they commit inadvertently on their fellow humans, friends, brothers, sisters and social circles.
Highlighting the philosophy behind the bold façade, Samrat Zaveri, Managing Director and Founder, shazé said, “The mural epitomises a strong sense of individuality and different perspectives of self-expression. It is important for us to walk-the-talk of Labellion and this is our attempt to offer a window to express and sensitize the community against the plague that is labelling."
You can watch the ad campaign here: