Brooke Bond Red Label: Apno ko Apnao

Brooke Bond Red Label, a tea brand, launched a video campaign in India that repositioned it as a brand that brings people together.

The communication goal

Tea category in India is commoditized with 4000+ brands vying for consumer's attention. To stand out and establish leadership, Brooke Bond Red Label (BBRL) repositioned as the "Tea that brings people together -Swaad Apnepan Ka". Inclusion - bring people together is at the heart of this philosophy. Hence task was to make brand promise of "inclusivness" come alive thereby increasing stagnant brand equity scores by 120 bps

The situation analysis

After standing up for inclusion issues like Hindu-Muslim, Live-in relationships, transgenders, it was time for BBRL to take it to the next step.

Maha Kumbh- The largest...

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