Red Label campaigns that broke stereotypes with storytelling

Social Samosa takes a look at the few issues addressed by Brooke Bong Red Label over the years with a quick walk through Red Label campaigns

Communication in the tea-category has under-gone a sea change in the last few years. From focusing more on the functional aspects like taste and colour, it has gradually shifted to touching on important issues and addressing them, taking the storytelling route.

Brooke Bond Red Label has churned out great ads in this category, from addressing issues such as live-in relationships, Hindu-Muslim unity, Alzheimer’s, dwarfism and changing the perception of the society towards prostitutes.

The brand has made an attempt to initiate more conversations around topics which are considered taboos and are often less spoken about. In 2016, the brand created the first transgender band of the country - '6 Pack Band' with an aim to create a holistic society and increase the acceptance of transgender community.

Social Samosa takes a look at few issues which the brand has addressed over the years with a quick walk through Red Label campaigns over the years.

1. Dwarfism:

The brand has released their latest ad on Dwarfism for International Dwarfism Day to spread awareness around the subject. This campaign asks people to have conversations and to change their pre-conceived notions that dwarfs also lead a normal life and their height is not an obstacle, like many others think.

2. Transgender: 

Transgender are usually not accepted by the society and lead a very secluded life. The third gender or hijras, as they are popularly called in India is often ignored and treated badly. The brand launched India's first Transgender band called- 6 Pack Band, featuring Hrithik Roshan and Sonu Nigam. The campaign scored for India at Cannes.

3. Prostitute:

It was an activation done by the brand, where a woman conversed with a sex worker over a cup of tea. The aim of the campaign was to change the perception about call-girls being bad girls, but at the end of the day, they are also hard working individuals just like all of us.

4. Alzheimer’s:

It is the story of a young man, who comes to give company to her lonely neighbour over a cup of tea. The latter is suffering from Alzheimer's and her son his settled abroad. The film highlighted the plight of Alzheimer's patients and that the biggest ailment is to forget your loved ones.

5. Live-in relationship:

The story beautifully touched upon live-in-relationship and how the parents of the boy, comes to term with it and accepts that their son is living with the love of his life without getting married.

6. Hindu-Muslim:

This campaign touched upon the very sensitive issue of Hind-Muslim divide and how a cup of tea helped normalize the situation and lessen the tension between the two families who were neighbors.

Which is your favourite among all the Red Label campaigns Let us know in the comments section below or write to us at team@socialsamosa.com.