Eski Independance Day Campaign
March 12th—Mauritius Independence Day—is all about celebration. But what happens the other 364 days? In a country that prides itself on diversity, racial discrimination still lingers.
Eski, a beloved Mauritian beverage known for its Independence Day campaigns, decided to shake things up with a bold new message.
Year
2023
Expertise
Campaign Strategy, Creative Idea, Social Media FB, IG, TikTok, Influencers Campaign, video and radio, brand design and product design
Sector
Beverage
01
Challenge
Just as the campaign was about to launch, viral videos of local students singing divisive ethnic songs sparked a surge of racist comments—even targeting Eski’s own influencers and ambassadors based solely on their skin color.
Eski had to take a stand. But how do you address such a sensitive issue without turning Independence Day into just another debate on racism, especially when the day is meant to bring people together?
02
Solution
We chose to change the narrative. Eski’s tagline evolved from “Kouler Nou Zil” (Colours of Our Island) to “Melanz Kouler Nou Zil” (Mix the Colours of Our Island), urging Mauritians to embrace diversity rather than divide. By amplifying voices that stood against discrimination, we shifted the focus from hate to unity. The campaign highlighted Mauritius' cultural richness through language, food, and music, celebrating what truly makes the island unique.
Tagline
Key Video
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