Mumbai: A few years ago, Red Label Tea and Ogilvy set out to explore the journey of togetherness over tea, or ‘Swad Apnepan Ka’, as the tagline goes. In the latest offering from the brand, comes a touching tale of an old professor who meets a highly successful ex-student after many years. While the equation between the two has obviously changed, we delightfully discover how tea plays a vital role in the two re-discovering common ground.
Kainaz Karmakar, Chief Creative Officer, Ogilvy West: 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, Chief Creative Officer, Ogilvy West, After setting off on this journey with Red Label over 3 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, Executive Vice President, Ogilvy Mumbai: 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 misattributed 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:
Chief Creative Officers: Kainaz Karmakar & Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha
Account Management: Abhik Santara, Nikhil Mohan, Nayna Kotian, Supriya S Venkittathodi
Brand Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Production House: Purple Vishnu
Director: Sainath Choudhary
Producer: Malaika Choudhary
