Brooke Bond Red Label and Ogilvy pay homage to ‘India's favourite Social Network' through new campaign

On the occasion of world social media Day, tea brand Brooke Bond Red Label, along with its creative agency- Ogilvy, launched a film called ‘Red Label- India’s favourite Social Network’.

The film draws a parallel between social media lingo such as likes, shares, friend requests, reposts and 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.

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 and Kainaz Karmarkar, Chief Creative Officers, Ogilvy India, added, “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 SR 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