Conceptualized by Ogilvy India, the brand’s newest ad campaign features two strangers bonding over a cup of tea in a vulnerable setting.
Indians and their love for tea knows no bounds, even in the most serious settings and tea brands leverage the same as a selling point. Brooke Bond Red Label Tea believes that common ground and kindness are just a cup away and aims to stand for a world that brings people from various walks of life together.
In its latest ad created by Ogilvy and Unilever, the brand takes this narrative further by showcasing two strangers at a place where one would be most vulnerable- a hospital waiting room. As a conversation brews between them, an unexpected revelation makes the story tug at viewers' hearts.
The ad film starts out with an older woman asking a forlorn man about his family member being admitted in the hospital. The man seems reluctant to have a conversation until she offers him a cup of tea.
This seems like a regular tea brand ad until the bits of the woman’s story are disclosed. She is revealed to be living nearby, who happens to like coming over with homemade tea for upset family members in the hospital waiting room.
This commonly used selling point placed in a vulnerable setting, forms a heartwarming storyline.
Speaking about the campaign, Akshay Seth, Executive Creative Director, Ogilvy said, “There’s something that is warmer than a great tasting cup of tea- the warmth of a stranger’s company when it is needed the most. We’ve all been in situations where a handshake, a hug, a few comforting words can work magic. For this to get translated, the story and execution needed to feel authentic and heartfelt. And this is one of the reasons the ad is resonating, with people coming forth with their personal experiences.”
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