Campaign details
Brand: Brooke Bond Red LabelLead Agency: Mindshare IndiaRegion: APAC
Strategy
Objective
Tea category in India is commoditized with 4000+ brands vying for consumer's attention. Brooke Bond Red Label (BBRL) positioned as the "Tea that brings people together", beautifully encapsulated in tagline "Swaad Apnepan Ka". While it's common belief that lot of resolve happens over a cup of tea, it's this philosophy that the brand strived to bring alive, thereby 'breaking barriers'. Hence task was to make brand promise of "Togetherness" come alive thereby increasing stagnant brand equity scores by 200 bps.