Eski's Independence Day Campaign 2023
Just before the campaign started, local school students posted videos with divisive ethnic songs that went viral. We saw a rise in racist comments towards Eski influencers and ambassadors on our platform, simply due to their skin colour. Eski needed to act, but how could we address this issue without falling into the trap of another racism campaign, especially on this unifying day of celebration?
We decided to shift the conversation. We updated Eski’s tagline from “Kouler Nou Zil” (Colours of Our Island) to “Melanz Kouler Nou Zil” (Mix the Colours of Our Island), encouraging Mauritians to embrace diversity rather than making divisive judgments. We used voices that opposed such behavior to promote love instead of hate. The campaign celebrated Mauritian culture through language, food, music, and showcased our nation’s richness.
- 01First TikTok badge in Mauritius for 1M views with the innovative “Melanz Kouler Nou Zil” filter
- 02Ranked in the top ten favourite local brands
- 033.5M views on TikTok
- 04565k engagements on Facebook
- 0513% sales boost for Eski
