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Red Label raises the topic of 'live-in relationships' in its latest campaign

26-May-2015
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Red Label raises the topic of 'live-in relationships' in its latest campaign

In India, over the years, we have seen tea brands playing different roles; from rejuvenating people to building bridges in the society, from spreading awareness and championing relevant causes. After the success of its Hindu-Muslim neighbour campaign, Red Label, the largest tea brand from the house of Brooke Bond has come out with a new TVC which speaks about live-in relationships.

The new campaign shows a young guy and his parents giving him a surprise visit. His parents unaware of his current status talks about getting him married soon, but later they get to know that he is in a live-in relationship with a girl for quite some time. As the story unfolds, the ‘Red Label’ tea plays an important role in breaking the ice between the parents and the girl.

View the ad here:



Ogilvy & Mather has conceptualised the campaign for the 146-year old heritage brand which has taken a bold move, by broaching the topic of ‘live-in’ relationship, which people in spite of knowing and sometimes indulging in, prefers to shy away from, because of societal pressures.

Commenting on the brief on which the agency has worked, Harshad Rajadhyaksha, Executive Creative Director, Ogilvy & Mather said, “We were on to a beautiful journey with the Hindu Muslim neighbours film. The idea was to take it ahead but without getting caught in an activism space. Red Label tea is about warmth and togetherness. Tea plays a role in melting awkwardness and bringing people closer. So the campaign had to be true to that.”

Regarding choosing the topic of the campaign, he added, “We never consciously set out to think of 'live in'. While brainstorming we came up with the story and the story happened to be about a couple in a live-in relationship. Having thought of it we believed it was a progressive story and while being progressive it would not alienate anybody.”

Answering the question on how is the execution of the new ad being different from the previous one, Kainaz Karmakar, Group Creative Director, Ogilvy & Mather, said “The heart of the campaign is the same as the earlier one. Hospitality melts Hostility. Yes the nature of story is different but the soul of the brand is captured in this one the same way it was in that one. Most importantly, we had fun working on this one as much as on that one. That's what really matters.”

Does it strike a chord?

Anshul Sushil, Co-Founder and CEO, Boring Brands liked the new campaign, but feels that Red Label is now trying to replicate the success of Tata Tea’s ‘Jaago Re’ campaign. According to him, the Hindu-Muslim ad was a better one. The reason being, our society has still not come to terms with the Hindu-Muslim thing, while they are getting progressive and accepting things like ‘gay marriages and live-in relationships’.

On the other hand, Joybrato Dutta, Creative Group Head, Scarecrow Communications, praised the campaign. He cited, “This film is wonderful at so many levels. It targets the youth. It bridges the generation gap. It captures the age old tradition of "selecting a bride on the basis of the quality of tea she makes". And also talks about live-in relations. This film will definitely help Red Label gain popularity among the youth as well as the elders. Kudos to the team behind this film.”

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