Nykaa celebrates skin of all colours with #ColorMeFree campaign

The campaign is spread across Nykaa digital platforms such as YouTube, Instagram, Facebook and LinkedIn

e4m by exchange4media Staff
Updated: Mar 11, 2020 4:54 PM
Nykaa Color Me Free

Close on the heels of its powerful campaign #WhatMakesYouBeautiful with acid attack survivor and activist Laxmi Agarwal, Nykaa continues its narrative of empowering women via bold, unconventional messages on Nykaa TV. To coincide with Women’s Day, Nykaa partnered with rapper Dee MC (of Gully Boy fame) to create #ColorMeFree, a powerful video around her track 'Rang', exploring the relationship Indian women have with the colour of their skin.

In this video, she talks about the prejudice she faced, growing up in India, despite more than half the population being darker-skinned than the rest. Through this video, Nykaa showcases her story and conveys a relevant and powerful message to young girls everywhere: that the colour of your skin is meaningless - ie 'Rang Anarth ai' - so make sure to love yours!

Firmly believing that it's time to embrace a more inclusive standard of beauty for women everywhere - across all skin tones, shapes and sizes - Nykaa collaborated with Dee MC to create this video as yet another step in continuing efforts widen the horizons and break stereotypes around of beauty as we know it.

The campaign is called #ColorMeFree, is spread across Nykaa digital platforms like YouTube, Instagram, Facebook and LinkedIn and is garnering views.

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