Mumbai: A Tale of 2 Blends is a new campaign released by Red Label today. The brief was to to bring to life the brand platform of ‘Swad Apnepanka’ in the digital space in a way that is engaging, endearing and warm. Much like Red Label tea.
At Red Label, we have always depicted the power of a cup of tea in bringing people closer. This time, we decided to create two blends of tea that reflect this belief and help us demonstrate how a cup of tea can mean much more.
Red Label has always depicted the power of a cup of tea in bringing people closer. The idea for this campaign was to create two blends of tea that reflect this belief and help demonstrate that a cup of tea can mean much more.
Akshay Seth, Senior Creative Director, Ogilvy Mumbai: At Red Label, we’ve always communicated that tea is far more than a beverage. This time, we wanted to go beyond and actually put our tea itself to the test by creating two special blends. Executed in a very organic manner, ‘A tale of two blends’ is more than an experiment. It is an attempt to exhibit the most important ingredient in our tea blends.
In the execution, Red Label hosted a tea tasting session for consumers who were asked to taste two specially created blends of tea. The consumers were then asked questions about the blends; one of the questions also required them to state their preferred blend.
However, there was something about the 2 blends that consumers never saw coming.
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy West: The ‘togetherness’ journey on Brooke Bond Red Label that we embarked on in 2014 has proven to be one rich with discoveries. One of the discoveries we have made is that more than anything else, what human beings need is other human beings. Nothing can substitute human company. The 2 blends project proves that, once again. The client team led by Sudhir Sitapati believes that the purpose of our brand is to bring people together and that makes all the good work possible.
Chief Creative Officer (West): KainazKarmakar&HarshadRajadhyksha
Senior Creative Director:Akshay Seth
Account Management: Nikhil Mohan, NaynaKotian, SonalSawant, Richa Roshan
Account Planning:Prem Narayan, VipashaBhuptani, Nadia Miranda
Production House: Little Lambs FilmsDirector:Bauddhayan ‘Buddy’ Mukherji