Eski's Independence Day Campaign 2023
We are witnessing a troubling rise in ethnic discrimination online and in everyday life. For example: Attacks on our social platforms belittle our content creators. Videos of students singing divisive songs, inciting hatred, are going viral.
Our society is affected and angered by this sad reality, finding itself immersed in negativity on the eve of an unifying day.
Eski, a Mauritian brand, decided to take a stand to celebrate diversity on Independence Day. The campaign’s new slogan transitioned from “Kouler nou zil” (The colors of our island) to “Melanz kouler nou zil” (Mix the colors of our island), encouraging Mauritians to embrace their diversity rather than judge it.
The negative reactions to the hate videos and the wave of sadness that followed demonstrated that discrimination is widely rejected by Mauritians.
- 01A series of questions were posted online with the aim of showcasing the richness of our culture through the responses.
- 02"Who is your favorite artist?"
- 03“What is your favorite Mauritian dish?”
- 04“What is your favorite place in Mauritius?”
- 05Two TikTok filters were created to highlight this diversity, flooding social media with positive comments thanking Eski for the campaign.
