Brooke Bond Red Label Champions Inclusivity & Unity Lessons From Differently-abled
Brooke Bond Red Label introduced a new angle to their purpose-driven campaign, #SwadApnepanKa, emphasising inclusivity and drawing invaluable lessons on unity from the differently-abled community.
Shiva Krishnamurthy, Vice President for Beverages at Hindustan Unilever stated, "Brooke Bond Red Label tea has always stood for bringing people together, irrespective of differences in backgrounds, abilities, and beyond. Our #SwadApnepanKa campaign embodies this ethos, evolving to address current social contexts and present unique narratives. This latest rendition attempts an unstereotypical portrayal of people with disabilities."
The campaign highlights the wisdom of acceptance and empathy demonstrated by the disabled, encouraging the creation of real and genuine connections for all.
Harshad Rajadhyaksha and Kainaz Karmarkar, Chief Creative Officers at Ogilvy India commented, “As humans, we’re conditioned to judge other humans. This can be based on their caste, appearance, gender, and many other factors. This habit pulls us apart from each other and prevents us from enjoying the little pleasures of life. This story captures the fragility of human trust, and the twist happens when a visually impaired person shows trust that others are not able to. As with all Red Label films, tea plays an integral role in bringing the two parties together.
The ECD, Akshay Seth, who led this project, has been with the brand for years and gets the pulse of it. The same is true for Nikhil Mohan, our account management partner, our planning partner Prem Narayan and Sainath Chaudhary, the director of the film.
The brand lives in all of them and of course the two of us. Coincidentally, this piece also marks ten years of our journey on Swad Apnepan Ka. That makes this film extra special.”
The brand film unfolds within the confines of a local train compartment, featuring an elderly woman and a visually impaired man as fellow passengers. A confused man with long hair raises suspicion among them, creating a tense atmosphere. However, he breaks the ice by initiating a conversation and offering tea from his flask to both passengers. The aroma of the tea becomes a catalyst for a moment of trust, leading to a shift in perceptions. Despite initial caution, the visually impaired man relies on his heightened sense of smell to determine the quality of the tea, challenging preconceived notions. This prompts the elderly woman to reevaluate her prejudices and the film concludes with the three passengers bonding over tea, transcending their differences.
