Red Label Tea and Ogilvy Mumbai Challenge Stereotypes in New Women’s Day Ad

A new International Women’s Day spot by Ogilvy Mumbai for Brooke Bond Red Label tea does not feature a woman at all! It uses children to tell us that togetherness increases when stereotypes decrease.

Harshad Rajadhyaksha – Executive Creative Director, Ogilvy Mumbai said, “When a brand lives in the space of breaking social barriers, every little opportunity must be used to do so. We believe this sweet story, like most fables, leaves you with a powerful message.”

Kainaz Karmakar, Executive Creative Director, Ogilvy Mumbai added, “Unstereotype is a movement the world badly needs. We need to un-label people, jobs and gender roles. It’s a tall task for a brand to take on. But hey, things that are worth doing are seldom easy to do.”

Abhik Santara, Executive Vice President, Ogilvy Mumbai commented, “A good tea is a result of a good blend. It’s the same with good work. Hindustan Unilever, Ogilvy and Gajraj Rao of Code Red films, all believed in this. That’s why we could make it happen.”

Credits:

Executive Creative Directors: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha
Creative Team: Akshay Seth, Rajeshwari Rao, Vishakha Modak
Account Management: Abhik Santara, Nikhil Mohan, Aparna Mody, Supriya S Venkittathodi
Planning: Prem Narayan, Vipasha Bhuptani
Production House: Code Red Films Director: Gajraj Rao
Production Team: Subrat Ray, Mahi Saini
Client: Hindustan Unilever

Source: Campaign Brief Asia

  #Unstereotype, Advertising, Beverage, Brooke Bond, Hindustan Unilever, India, International Women’s Day, Non Alcoholic, Ogilvy Mumbai, Red Label Tea, Stereotypes