Prime Focus Technologies’ film for Brooke Bond Red Label bagged Creative Abby at Goafest

‘Unstereotype’ campaign highlights discrimination faced by Indians from the Northeast

e4m by exchange4media Staff
Published: Apr 17, 2019 12:25 PM  | 1 min read
Brooke Bond

Prime Focus Technologies has announced that its video agency, the Brands group, won a Creative Abby Bronze award at the recently-concluded Goafest 2019. The award was received for a digital film created as part of Brooke Bond Red Label’s ‘Unstereotype’ campaign. Conceptualised and produced by PFT, the film shines light on discrimination faced by Indians from the Northeast.

The film highlights one such instance where the protagonist is asked to show her passport for entry into a local museum as the staff assumes she’s not Indian.

Speaking about the win, Shiva Krishnamurthy, Vice President, Tea & Foods (HUL) said, “Brooke Bond Red Label’s purpose is to make India more inclusive. Towards this purpose, we challenge stereotypes that come in the way of a more inclusive society.”

Bhaskar Sitholey, Vice President, Creative Services, PFT said, “We are deeply humbled to receive this honour from stalwarts of the advertising and media industry. The award validates our ability to create compelling content that cuts through the clutter, grabs viewers’ attention and helps drive a positive change in the society.”   

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