Brooke Bond Red Label: 6 Pack Band - Happiness that truly went viral! ( Powered by the PIVOT)

Rituparna Dasgupta and Charul Tomar

Campaign Details

Brand: Brooke Bond Red Label
Brand Owner: Hindustan Unilever Limited
Lead Agency: Mindshare
Country: India
Industry: Hot drinks
Channels used: Content marketing, Events & experiential, Mobile & apps, Online video, Radio, Social media, Television, Word of mouth, advocacy
Budget: Up to 500k

Executive summary

Brooke Bond Red Label (BBRL) tea in India is positioned as a brand that brings people across diverse communities together via its communication line, 'The Taste of Togetherness (SwadApnepanKa)'.

The transgender community in India had been subject to years of oppression and ridicule by society. Finally, their voices were heard and they were given legal recognition by the Supreme Court of India in 2014.