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.”


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

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