Campaign details
Brand: Brooke Bond Red LabelBrand owner: Hindustan UnileverLead agency: Ogilvy & MatherCountry: IndiaIndustries: Soft Drinks, Hot drinksMedia channels: Cinema, Outdoor, out-of-home, point-of-purchase, in-store, Print - general, unspecified, Social media, TelevisionBudget: 10 - 20 million
Executive summary
This is the story of how Brooke Bond Red Label tea, fondly known as the "teacup of the nation" due to its popularity, fought back after losing its market leadership to Tata Tea Premium (TTP).
Red Label's clutter-breaking "Taste of Togetherness" campaign identified how the taste of tea could...