Campaign India Team
Oct 06, 2017

Red Label serves up another cup of tea of memories

Watch the ad film conceptualised by Ogilvy & Mather here

Brooke Bond Red Label Tea's latest film part of its  'Memories in a cup' campaign showcases a story between a man and his professor.
 
Conceptualised by Ogilvy, the film opens in a house. A man gets back from work and his wife tells him 'Shastri sir' is waiting for him. The man looks slightly confused. His ex-professor was waiting for him to hand him an invite to a college function. The lady asks the house help to make a cup of tea for the professor. The man tells her not to, as he'd want to do that for his professor. The man informs his wife that Shastri sir liked the tea he made in his college hostel. After having a sip, the professor tells him a line he used to frequently tell him in college, 'Engineering chod de, chai ka stall khol de' (forget pursuing a career in engineering, open a tea stall instead).  
 
Kainaz Karmakar, CCO, Ogilvy West, said, "When we write for Red Label Tea, we try to keep it simple, honest and warm, just like a cup of tea is. This story is relevant to our times when it is so easy to forget the people who helped us reach where we are. It is a tale of relationships, respect and togetherness that unfolds over tea and because of tea."
 
Harshad Rajadhyaksha, CCO, Ogilvy West, said, "After setting off on this journey with Red Label over three years ago, it gladdens us to see how rich this world of togetherness is, to explore through moments shared over great tea. This warm tale has been beautifully brought alive by Sainath Choudhary, who partnered Kainaz and me on our very first piece of work in this campaign in 2014. And this time too, he has crafted some truly memorable performances with a fabulous cast."
 
Abhik Santara, EVP, Ogilvy Mumbai, added, "Tea is a social glue and it is the simple human connections that Red Label strives to strengthen through it’s communication. The brief remains the same, and that I am sure, makes it challenging for Harshad and Kainaz to come up with different yet relevant stories every time. But if you look at the journey of the brand, the stories are varying from different aspects of social tensions- yet none of them can be mis-attributed to any other brand. Consistent freshness in every execution is what makes Red Label one of the most creatively enriching brands. And we are glad to have a client who always encourages us in this journey."
 
CREDITS:
 
Client: Brooke Bond Red Label Tea
Creative agency: Ogilvy Mumbai
CCOs and copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
Account management: Abhik Santara, Nikhil Mohan, NaynaKotian, Supriya S Venkittathodi
Brand planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Production house: Purple Vishnu
Director: Sainath Choudhary
Producer: Malaika Choudhary
 
Source:
Campaign India

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