Campaign India Team
Jun 30, 2023

Brooke Bond Red Label equates conversations around a cup of tea to social media

Watch the film conceptualised by Ogilvy here

Brooke Bond Red Label has released a campaign to celebrate World Social Media Day which falls on 30 June.
Conceptualised by Ogilvy, the campaign consists of a film which draws a parallel between social media terms like likes, shares, friend requests and stories with everyday tea consumption moments across the country. 
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 fitting that India’s number one 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 as we do.”
Brand: Brooke Bond Red Label
Client: Hindustan Unilever
Brand team: Shiva Krishnamurthy, Sayan Bhattacharya
Creative agency: Ogilvy
Chief creative officers: Harshad Rajadhyaksha, Kainaz Karmarkar, Sukesh Nayak
Executive creative director: Akshay Seth
Group creative director: Chinmay Raut
Senior creative director: Sourabh Dubey
Executive vice president: Nikhil Mohan
Vice president: Shrenika Ajeet
Account director: Padma Badodekar
Group account manager: Radhika SR Bhatnagar
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
Campaign India