Brooke Bond Red Label’s latest TVC emphasises the importance of compassion during this lockdown.
Conceptualised by Ogilvy, the film extends the brand’s on-going 'taste of togetherness' campaign which touches upon the hostility that we often observe prevailing in society. The film looks to spread the message 'being told to stay alone is not the same as being left alone'. It shows a man warning his wife against any contact with their neighbour who has just returned from hospital. The husband stands corrected by his wife as she reaches out to the neighbour in an act of kindness while maintaining all safety protocols.
Shiva Krishnamurthy, VP – tea and foods, HUL, said, “’We can be socially connected even while we are physically distant’ is the message that Brooke Bond Red Label would like to convey through this new film. Brooke Bond Red Label’s purpose is to make India more inclusive. We strongly believe that a tasty cup of tea can help overcome prejudices that come in the way of bringing people together. Set in today’s times, this film is yet another execution of our long-running Swad Apnepan Ka campaign.”
Kainaz Karmakar and Harshad Rajadhyaksha, chief creative officers, Ogilvy India, said, “Social distancing is the need of the hour but the paranoia in people makes them act in an extreme fashion. This often leads to ostracism of the person suffering from Covid-19. Not only does she or he have to deal with the illness but also the stigma and rejection. Brooke Bond Red Label believes that togetherness can prevail at all times. Yes. You can be physically distant and find a way to care for someone."
Creative agency: Ogilvy
Chief creative officers, India : Kainaz Karmakar, Harshad Rajadhyaksha, Sukesh Nayak
Group creative director: Akshay Seth
Sr. creative director: Chinmay Raut
Sr. VP, account management : Nikhil Mohan
Production house: Little Lamb Films
Director: Bauddhayan Mukherji
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Empathy, agility and focus are critical to help leaders guide organisations through current changes.