Red Label Tea and Ogilvy Mumbai Aim to Cure Loneliness in Touching New Campaign

Red Label Tea has had a recent history of stories which touch your heart. In keeping with its tradition of thought-provoking work centred around the tea’s taste of togetherness, here is one more by creative agency Ogilvy Mumbai.

Kainaz Karmakar, ECD, Ogilvy Mumbai said, “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client who is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”

Harshad Rajadhyaksha, ECD, Ogilvy Mumbai added, “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey, worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”

Abhik Santara, EVP, Ogilvy Mumbai commented, “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”


Executive Chairman & Creative Director, South Asia: Piyush Pandey
NCD: Rajiv Rao
ECDs: Kainaz Karmakar, Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar, Harshad Rajadhyaksha
EVP: Abhik Santara
VP: Nikhil Mohan
Planning: Prem Narayan, Vipasha Bhuptani
Account management team: Aparna Mody, Supriya S. Venkittathodi
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala

Source: Campaign Brief Asia

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