Brooke Bond Red Label: Growing brand love to become market leader

Vipasha Bhuptani

Red Label tea took the category's conventional messaging into a fresh space to improve brand consideration among Indian consumers and reverse declining sales.

Campaign details

Brand: Brooke Bond Red LabelBrand owner: Hindustan UnileverLead agency: Ogilvy MumbaiCountry: IndiaIndustries: Hot drinksMedia channels: Online video, Social media, TelevisionBudget: Over 20 million

Executive summary

In a commoditised category, consumers tend to buy products on auto-pilot. It is difficult to create a brand, charge a premium for it, gain leadership, build brand love and retain the leadership over the years. Yet in a tea-drinking nation (where 88% are tea-drinking households), India, Red Label tea did exactly that. It changed its brand trajectory from declining sales...

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