TTT harnesses cricket in a film for United Colors of Benetton to shift communal prejudices in India
One Faith’ is a heartwarming film that gently shows you a mirror, a mirror that gives us a reality check. The three minute film harnesses cricket for its fostered unity to shift the perspective on communal prejudices in India. With the #UnitedByPlay hashtag trending on the no. 1 spot in India on Twitter on Independence Day and the video going ‘viral’ in just 10 hours, it was clear that the brand’s message tugged at many a heartstrings.
Having reached 6m twitter users in a day, having received more than 26,000 Facebook reactions, 7000 shares and 8 Lakh views and the video closing in a million views in less than 10 days, United Colors of Benetton’s campaign by TTT has been touted as one of the most impactful brand message in India this Independence Day. UCB even gathered 20 million impressions on Twitter, proving India’s strong belief in peaceful co-existence of different faiths.