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VICE Asia × Colgate

THE BRIEF

Find and tell the stories of real couples across India navigating generational bias, caste, religion, and identity, building an emotionally resonant campaign that dismantles social stigma and redefines the regional narrative around love and acceptance.

 

Love For All Series (Season 1)

 

APAC Regional Campaign Integration

To bring Colgate’s pan-Asian inclusion mandate to life on VICE Asia’s platform, We went straight to the heart of real human relationships. We conducted deep, unfiltered conversations with over 100 couples spanning different ages, races, castes, and religious backgrounds. Stepping entirely away from slick, artificial corporate advertising, we engineered a vulnerable, human-first documentary blueprint. Navigating the operational complexities of COVID-19 through a hybrid framework of remote and on-ground production, our crews logged hundreds of hours capturing the fragile, beautiful reality of love against the odds. Every frame, audio track, and interview was directed to bridge Colgate’s core brand values with VICE’s raw, street-level editorial ethos

We approached every interview not as a commercial shoot, but as a space of deep trust and radical honesty. Utilizing intimate handheld camera setups, soft ambient lighting, and unscripted dialogue, our production crews captured the quiet resilience of couples standing together against societal judgment. From the subtle strain in a family dynamic to the unspoken warmth between partners, we focused on the sensory, emotional detail of these relationships creating a visual language rooted in empathy, dignity, and uncompromised realism.

We led the casting, field direction, filming, and post-production for the flagship 6 episode documentary series, which was later localized across APAC regions. Exploring deep seated barriers, from systemic prejudice to personal self-doubt and race & family, we follow the key narrative arc for each couple. By pairing raw, emotional storytelling, our post-production team transformed hours of candid conversation into punchy, high-impact digital films, vertical shorts, and social assets built to stir emotion and provoke real discussion across feeds.

A landmark branded IP that drove immense organic reach across APAC, achieved extraordinary view-through and engagement rates on VICE Asia’s platforms, and forever aligned Colgate with progressive, emotionally authentic conversations around love, identity, and social acceptance.

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