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

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.”

 

 

CREDITS

 

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