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

This case study describes how tea brand Brooke Bond Red Label used customer insight to stay fresh and relevant in India's huge tea market by introducing the country's first transexual band, the 6 Pack Band.

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 LabelBrand Owner: Hindustan Unilever LimitedLead Agency: MindshareCountry: IndiaIndustry: Hot drinksChannels used: Content marketing, Events & experiential, Mobile & apps, Online video, Radio, Social media, Television, Word of mouth, advocacyBudget: 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,...

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