Top Story


Home >> Marketing >> Article

shazé launches new campaign to protest against labels

Font Size   16
shazé launches new campaign to protest against labels

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:

Tags Shaze Samrat Zaveri #Labellion #AgainstLabels

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube