Ogilvy + Brooke Bond Red Label bring people together via India’s favourite social network
On the occasion of World Social Media Day, Ogilvy India created this film called ‘Red Label’, India’s favourite social network, for tea brand Brooke Bond Red Label.
The film draws a parallel between social media lingo such as likes, shares, friend requests, reposts & trends with everyday moments across India, positioning a cup of Red Label tea as an enabler to bring people together. While the world celebrates Social Media Day while being glued to their favourite social media apps, the film reminds people that a cup of tea is India’s original social network, enabling conversations forever. The film is a montage of everyday moments from across the country with tea at the center of bringing people together.
Shiva Krishnamurthy, Vice President, Food and Beverages, Unilever South Asia, said: “Tea is India’s favourite Social Network. While this is obvious in hindsight, it is a refreshing way to pay tribute to India’s favourite drink. It is only befitting that India’s no. 1 tea brand, Brooke Bond Red Label does this. With its characteristic warmth, Brooke Bond Red Label brings out the uncanny applicability of social media terms to a cup of tea. We are excited to launch this campaign on World Social Media Day and hope that it resonates with all Indian chai lovers.”
Harshad Rajadhyaksha & Kainaz Karmarkar, Chief Creative Officers, Ogilvy India, said: “This campaign is thirteen years old! Our strategy partner Prem had shared this insight with us, back in 2010. Even today, it is super relevant. That is the power of this insight but that is also the power of tea. A simple but well-made cup of tea is the glue our country bonds over. Friends are made, friendships are rekindled and this tea time, is truly a time for togetherness. We love the way our director, Nobin Datta, has captured this. We hope the country loves it as much we do.”
Credits
BRAND: Brook Bond Red Label
CLIENT: Hindustan Unilever
BRAND TEAM: Shiva Krishnamurthy, Sayan Bhattacharya
CREATIVE TEAM
Chief Creative Officer: Harshad Rajadhyaksha, Kainaz Karmarkar, Sukesh Nayak
Executive Creative Director: Akshay Seth
Group Creative Director: Chinmay Raut
Senior Creative Director: Sourabh Dubey
ACCOUNT MANAGEMENT
Executive Vice President: Nikhil Mohan
Vice President: Shrenika Ajeet
Account Director: Padma Badodekar
Group Account Manager: Radhika S. R. Bhatnagar
PLANNING TEAM
Chief Strategy Officer: Prem Narayan
Vice President: Karishma Gupta
Group Head Planning: Aatman Pawar
Junior Planner: Kunjal Unadkat
Production House: Little Lamb Films
Director: Nobin Dutta
Producer: Siddhi Bhopale
Creative Producer: Bauddhayan Mukherji
