Campaign India Team
Jan 28, 2019

Brooke Bond Red Label's 'unstereotype' hopes to break racial biases

Watch the film conceptualised by Prime Focus Technologies here

Brooke Bond Red Label's latest film part of the 'LetsUnstereotype' campaign throws light on - discrimination towards Indians from the Northeast. 
Conceptualised by Prime Focus Technologies, the film shows how a lady is asked to show her passport for entry into a monument, as the staff assumes she’s a foreigner.
Shiva Krishnamurthy, VP, tea and foods, Hindustan Unilever, said, “Brooke Bond Red Label’s purpose is to make India more inclusive. We are always looking for opportunities to try and challenge stereotypes that come in the way of being more inclusive.”
Pranav Chaturvedi, AVP, PFT Brands, said, “There is a huge responsibility attached with crafting content for campaigns that convey a social message. Our objective was to create a thought provoking narrative that will trigger a positive attitude change among consumers.”
Client: HUL
VP, tea and foods: Shiva Krishnamurthy 
Agency: Prime Focus Technologies
AVP: Pranav Chaturvedi
Head of sales: Umesh Bopche
Associate creative director: Rajdeep Ghosh
Copywriters: Rajdeep Ghosh, Arshpreet Kaur Biji and Shambhav Pande
Sales managers: Meera Ghare and Siddhi Joshi
Production: Prime Focus Technologies
Executive producer: Pranav Chaturvedi
Director: Albin Jaison
DOP: Akhilesh Shrivastava
Producer: Vishal Shetty
Art director: Mrinal Das
Music director: Kim Koshie
First assistant director: Shreya Singh
Line producer: Shiva Konar
Production manager: Aadil Khan
Editor: Vikram Kale
Post production: Prime Focus Technologies
Campaign India

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