Campaign India Team
Feb 28, 2017

Red Label takes on loneliness, with 'taste of togetherness'

Watch the ad film conceptualised by Ogilvy & Mather here

Brooke Bond Red Label Tea has rolled out another touching story which has been conceptualised by Ogilvy & Mather.
The film opens with a man walking into a house. An elderly woman is seated on her dining table, unmoved. As the man walks in, he reminisces about the time when all the members of the colony would visit the lady to drink a cup of tea made by her. But that came to an end when the lady suffered Alzheimer's and started forgetting things, and with that her neighbours started forgetting her. The man looks to return the favour by making a cup of tea each for himself and the lady and brings it to her. The lady drinks a sip and compliments the man, who she refers to as Amit, for the cup of tea. The film goes on to reveal that the man's name is not Amit. Amit is the lady's son, who is living in America. The man goes on to reveal that he's the lady's neighbour, and he believes that forgetting loved ones is the 'biggest sickness'. The duo exchange some fun moments, before the lady finishes her cup of tea. The lady then asks the boy, if he'd like to share one more cup of tea with her. The film ends with the voice over introducing Brooke Bond Red Label Tea as the 'taste of togetherness'.
Kainaz Karmakar, ECD, Ogilvy Mumbai, said, "Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness."
Harshad Rajadhyaksha, ECD, Ogilvy Mumbai, said, "All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.
Abhik Santara, EVP, Ogilvy Mumbai, added, "‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten."
Client: HUL 
Creative agency: Ogilvy Mumbai 
Executive chairman and CD, South Asia: Piyush Pandey
NCD: Rajiv Rao
ECDs: Kainaz Karmakar and Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
EVP: AbhikSantara
VP: Nikhil Mohan
Planning: Prem Narayan, Vipasha Bhuptani
Account management team: Aparna Mody, Supriya S. Venkittathodi
Production house:Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
Also read:


Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

2 days ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

2 days ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

3 days ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

3 days ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.