Brooke Bond Red Label: Taste of togetherness
Shivprasad Shetty
Campaign details
Brand Owner: Hindustan UnileverLead agency: MindshareContributing agency: Ogilvy IndiaBrand: Brooke Bond Red LabelCountry: IndiaIndustry: Coffee, tea, hot drinksMedia: Events and experiential; Newspapers; Outdoor, out-of-home; Radio; Social media; TelevisionBudget: 5 - 10 million
Market background and cultural context
Tea is big in India. Over 4,000 brands vie for consumer attention, alongside a huge unbranded market that is almost equal in size. Tea has become a commodity, and brands struggle to build equity and loyalty.
This...