Brooke Bond Red Label unveiled a fresh perspective on their purpose-driven campaign, #SwadApnepanKa, with a focus on inclusivity and the invaluable lessons on togetherness gleaned from the differently-abled community. The campaign underscores how we can all learn from the acceptance and empathy demonstrated by the disabled, and thus forge and foster real and genuine connections. The film highlights the brand’s ethos and the role of tea in building connections.
The brand film unfolds in the compartment of a local train, where an elderly woman sits across from a visually impaired man. Another passenger, a disheveled man with long hair, raises suspicion. Cutting through the tension, he initiates a conversation and offers tea from his flask to both fellow passengers. The aroma of the tea leads to moment of trust as the visually impaired man accepts, despite cautionary advice from the woman. The visually impaired man is quick to explain that he can’t trust based on what he sees, so he decides what’s good and bad as per his heightened sense of smell. This prompts the elderly woman to reconsider her prejudices. The film culminates as the three bond over tea, transcending differences.
Shiva Krishnamurthy, Vice President for Beverages at Hindustan Unilever said, “Brooke Bond Red Label tea has always stood for bringing people together, irrespective of differences in backgrounds, abilities, and beyond. Our #SwadApnepanKa campaign embodies this ethos, evolving to address current social contexts and present unique narratives. This latest rendition attempts an unstereotypical portrayal of people with disabilities”
Harshad Rajadhyaksha and Kainaz Karmarkar, Chief Creative Officers at Ogilvy India quoted, “As humans, we’re conditioned to judge other humans. This can be based on their caste, appearance, gender, and many other factors. This habit pulls us apart from each other and prevents us from enjoying the little pleasures of life. This story captures the fragility of human trust, and the twist happens when a visually impaired person shows the trust that others are not able to. As with all Red Label films, tea plays an integral role in bringing the two parties together.”
The ECD, Akshay Seth, who led this project, has been with the brand for years and gets the pulse of it. The same is true for Nikhil Mohan, our account management partner, our planning partner Prem Narayan and Sainath Chaudhary, the director of the film. The brand lives in all of them and of course the two of us. Coincidentally, this piece also marks ten years of our journey on Swad Apnepan Ka. That makes this film extra special. he added
