On the occasion of World Social Media Day, India’s most popular tea brand- Brooke Bond Red Label, along with their creative agency- Ogilvy, have launched a beautiful film called Red Label- India’s favourite Social Network.

The film draws a parallel between social media lingo such as likes, shares, friend requests, reposts & trends with everyday moments across India, positioning a cup of Red Label tea as an enabler to bring people together.

While the world celebrates Social Media Day while being glued to their favourite social media apps, the film reminds people that a cup of tea is India’s original social network, enabling conversations forever. The film is a montage of everyday moments from across the country with tea at the center of bringing people together.

Talking about the campaign, Shiva Krishnamurthy, Vice President, Food and Beverages, Unilever South Asia said, “Tea is India’s favourite Social Network. While this is obvious in hindsight, it is a refreshing way to pay tribute to India’s favourite drink.

It is only befitting that India’s no. 1 tea brand, Brooke Bond Red Label does this. With its characteristic warmth, Brooke Bond Red Label brings out the uncanny applicability of social media terms to a cup of tea. We are excited to launch this campaign on World Social Media Day and hope that it resonates with all Indian chai lovers.”

Harshad Rajadhyaksha & Kainaz Karmarkar, Chief Creative Officers, Ogilvy India added, “This campaign is thirteen years old! Our strategy partner Prem had shared this insight with us, back in 2010. Even today, it is super relevant.

That is the power of this insight but that is also the power of tea. A simple but well-made cup of tea is the glue our country bonds over. Friends are made, friendships are rekindled and this tea time, is truly a time for togetherness. We love the way our director, Nobin Datta, has captured this. We hope the country loves it as much we do.”

BRAND: Brook Bond Red Label
CLIENT: Hindustan Unilever
BRAND TEAM: Shiva Krishnamurthy, Sayan Bhattacharya

Chief Creative Officer: Harshad Rajadhyaksha, Kainaz Karmarkar, Sukesh Nayak
Executive Creative Director: Akshay Seth
Group Creative Director: Chinmay Raut
Senior Creative Director: Sourabh Dubey

Executive Vice President: Nikhil Mohan
Vice President: Shrenika Ajeet
Account Director: Padma Badodekar
Group Account Manager: Radhika S. R. Bhatnagar

Chief Strategy Officer: Prem Narayan
Vice President: Karishma Gupta
Group Head Planning: Aatman Pawar
Junior Planner: Kunjal Unadkat

Production House: Little Lamb Films
Director: Nobin Dutta
Producer: Siddhi Bhopale
Creative Producer: Bauddhayan Mukherji

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)


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