Brooke Bond Red Label’s new ad addresses the issue of loneliness

The latest ad by Ogilvy and Mather follows the story of a lonely elderly woman suffering from Alzheimer's

e4m by Akshata R Murthy
Updated: Mar 3, 2017 8:42 AM
Brooke Bond Red Label’s new ad addresses the issue of loneliness

Brooke Bond Red Label recently launched a new ad as part of its Swaad Apnepan Ka campaign. The 93 second ad conceptualised by Ogilvy and Mather (Mumbai) associates the flavour of a cup of tea to revive forgotten memories.

The latest ad follows the story of a lonely elderly woman suffering from Alzheimer's.

A young man pays her a visit and prepares a cup for tea for the lady. The lady who has been in a daze so far comes alive with one sip of tea and engages in a conversation with the young man whom she believes to be her son.  As it turns out, she  has mistaken a neighbour to be her son because of her ailment.

The young man says that according to him forgetting loved ones is a disease in itself. A cup of tea helps this patient of Alzheimer’s relive her fond memories.

This ad is conceptualised by the Ogilvy & Mather (Mumbai) team headed by Piyush Pandey. The film is directed by Prasoon Pandey of  Corcoise Films.

Sharing the initial brief behind the ad, Kainaz Karmakar, Executive Creative Director, Ogilvy (Mumbai), said, “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s disease that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s disease but it can cure loneliness.”

Abhik Santara, Executive Vice President, Ogilvy (Mumbai), describing the theme of the campaign and the tagline ‘T for togetherness’, said, “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”

In the past Brooke Bond Red Label as a brand has associated itself with social issues such as inter-religious tension, inclusion of sex workers and transgenders in society and live-in relationships. The latest ad addresses the ever increasing issue of loneliness in big cities.


Ogilvy Mumbai Team:

Executive Chairman & Creative Director, South Asia: Piyush Pandey

NCD: Rajiv Rao

ECDs: Kainaz Karmakar & Harshad Rajadhyaksha

Copywriters: Kainaz Karmakar & Harshad Rajadhyaksha

EVP: Abhik Santara

VP: Nikhil Mohan

Planning: Prem Narayan, Vipasha Bhuptani

Account management team: Aparna Mody, Supriya S Venkittathodi

Production House: Corcoise Films

Director: Prasoon Pandey

Producer: Cyrus Pagdiwala

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