Brooke Bond Red Label, one of Hindustan Unilever’s major tea brands, has always been brewing togetherness among families and diverse communities in its brand communication. After the ‘Hindu-Muslim Neighbor’ ad and the ‘Live-in Relationships’ ad, Red Label has now launched a TVC taking up the sensitive topic of Alzheimer’s, which spreads a special message that we can do our bit by spending a few moments with those who are lonely.
The film opens with a man walking into a house. An elderly woman is seated at her dining table. As the man walks in he reminisces about the time when all the members of the colony would visit the lady to drink a cup of tea made by her. But that came to an end when the lady started suffered from Alzheimer's and began forgetting things, and with that her neighbors started forgetting her.
The man prepares a cup of tea for her, and she thanks him, referring to him as Amit… but the man's name is not Amit. Amit is the lady's son, who is living in America. He is the lady's neighbor, and he states that forgetting loved ones is the 'biggest sickness'. The lady enjoys the tea, and asks the man if he'd like to share one more cup of tea with her. The film ends with the voice over introducing Brooke Bond Red Label Tea as the 'Taste of Togetherness'.
The film was conceptualized by Ogilvy & Mather and directed by Prasoon Pandey from Corcoise films. Prime Focus colorist Michele Ricossa delivered the stunning color grade for the TVC.
Brand: HUL – Red Label
Agency: Ogilvy & Mather
Production House: Corcoise Films
Director: Prasoon Pandey
Grading: Michele Ricossa