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Brooke Bond Red Label
Red Label - Taste of Togetherness

RAN IN: India

CLIENT
Hindustan Unilever

1. Sayan Bhattarchjya - Brand Manager 2. Nikhil Jacob - Brand Director

AGENCY
Ogilvy Mumbai *Lead Agency

1. Nikhil Mohan -Sr. Vice President 2. Aparna Mody - Client Services Director 3. Priyanka Nair - Vice President - Planning 4. Prem Narayan - National Planning Head - India 5. Harshad Rajadhyaksha - Chief Creative Officer - India 6. Kainaz Karmakar - Chief Creative Officer - India 7. Akshay Seth - Group Creative Director 8. Chinmay Raut - Sr. Creative Director


SUMMARY

People don’t buy what you do. They buy why you do it - Simon Sinek. India is a country where diversity co-exists with discrimination, making it a breeding ground for a lot of societal stigmas. This is the story of Red Label, a tea brand who made tea common ground for togetherness by debunking the ostracism that exists around. With consistent purpose-led messaging throughout the past decade, it kept strengthening its equity in the minds of consumers, making Red Label the no. 1 tea brand in India.


Hero Medium: TV

Audience: Mass, public

Objectives: Build brand equity, Increase brand loyalty, Retain Existing Customers

Language: English