Red Label’s new campaign tells A Tale of 2 Blends

The campaign conceptualised by Ogilvy Mumbai depicts the power of a cup of tea in bringing people closer

e4m by exchange4media Staff
Published: Aug 20, 2018 5:06 PM  | 2 min read

Red Label released a new campaign titled ‘A Tale of 2 Blends’ conceptualised by Ogilvy Mumbai. The brief was to bring to life the brand platform of ‘Swad Apnepan Ka’ in the digital space in a way that is engaging, endearing and warm - much like the Red Label tea.

Red Label has always depicted the power of a cup of tea in bringing people closer. The idea for this campaign was to create two blends of tea that reflect this belief and help demonstrate that a cup of tea can mean much more.

In the campaign film, Red Label hosts a tea tasting session for consumers who were asked to taste two specially created blends of tea. The consumers were then asked questions about the blends; one of the questions also required them to state their preferred blend. However, there was something about the two blends that the consumers never saw coming.

Akshay Seth, Senior Creative Director, Ogilvy Mumbai said, “At Red Label, we’ve always communicated that tea is far more than a beverage. This time, we wanted to go beyond and actually put our tea itself to the test by creating two special blends. Executed in a very organic manner, ‘A tale of two blends’ is more than an experiment. It is an attempt to exhibit the most important ingredient in our tea blends.”
Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy West said, “The ‘togetherness’ journey on Brooke Bond Red Label that we embarked on in 2014 has proven to be a rich one with discoveries. One of the discoveries we have made is that more than anything else, what human beings need is other human beings. Nothing can substitute human company. The 2 blends project proves that, once again. The client team led by Sudhir Sitapati believes that the purpose of our brand is to bring people together and that makes all the good work possible.”

Agency: Ogilvy
Chief Creative Officer (West): Kainaz Karmakar & Harshad Rajadhyksha
Senior Creative Director: Akshay Seth
Creative Director: Kanika Sethi
Account Management: Nikhil Mohan, Nayna Kotian, Sonal Sawant, Richa Roshan
Account Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Production House: Little Lambs Films Director: Bauddhayan ‘Buddy’ Mukherji

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