Red Label's new campaign questions discrimination against transgenders

The video conceptualised by Y-Films highlights the discrimination and prejudice faced by the transgender community.

e4m by Sarmistha Neogy
Updated: Jan 12, 2016 8:14 AM
Red Label's new campaign questions discrimination against transgenders

Red Label, the tea brand from the house of Brooke Bond is known for its penchant for unconventional subjects. In its attempt to be different and stay connected with today’s youth, the 146-year old heritage brand has never deterred to broach bold topics in the past like ‘Hindu-Muslim unity’ or ‘live-in relationships’. This time around, Red Label has associated itself with a music video which gives a voice to the marginalised transgender community.

The video conceptualised by Y-Films (a division of Yash Raj Films) highlights the discrimination and prejudice faced by the transgender community and how they still choose to smile and stay ‘Happy’. There will be six songs backed by equal number of music videos which will be released eventually. The first video on Y-Film’s YouTube channel, which was unveiled by singer Sonu Nigam, has garnered more than 14 lakh views so far.

Click here to view the music video: 

Brand Strategy

Without coming across as patronising, the campaign has used music to launch India’s and possibly the world’s first transgender band-the Brooke Bond Red Label 6-Pack band.

Speaking about this association with the 6-Pack Band, Shiva Krishnamurthy, General Manager, Beverages, HUL said, “Brooke Bond Red Label believes in making the world a more welcoming place by diffusing socially awkward situations. We encourage people to live those little moments that bring us all closer by breaking barriers over a cup of tea. This time we chose the medium of music to spread this message. We are happy to partner with Y-Films to present the Brooke Bond Red Label 6-Pack Band and hope that it will be loved by one and all.”

Expert View

Sharing his views on the brand initiative, Pravin Thakur, Digital Media Consultant, ibrand elaborated, “Y-Films has attempted to take a different leap by projecting something unique. The brand on the other hand is trying to capitalise from the mileage point-of-view. They found the issue of ‘transgenders’ close to the kind of topics with which they have associated with earlier as well.”

Talking about the brand association, Rajiv Dingra, Founder and CEO, WATConsult said, “I think from a clutter breaking standpoint it's a good association but not sure what it does for the brand. The previous ads on ‘Hindu Muslim unity’ and ‘live-in’ did work as in the end it connects back to tea and how it puts life into perspective. The latest one on the transgender band is also clutter breaking but the association back to tea is not strong enough for me.” 

Previous Ads

Over the years, advertising in the beverage category has witnessed many changes. The last two campaigns from Red Label have highlighted bold issues like ‘Hindu-Muslim neighbours’ and ‘live-in relationships’. The campaigns conceptualised by Ogilvy & Mather spoke about how tea helped to bridge the gap and made situations more favourable.

Click here to view the ads:

Surprise Visit: 

Hindu-Muslim unity: 

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