The communication goal
Tea category in India is commoditized with 4000+ brands vying for consumer's attention. Brooke Bond Red Label (BBRL) is positioned as "Tea that brings people together", beautifully encapsulated in the tagline "SwadApnepanKa". While it's a common belief that resolve happens over a cup of tea, it's this philosophy the brand strived to bring alive, thereby 'breaking barriers'.
The task was to make the promise of "Togetherness" come alive, thereby increasing stagnant brand equity scores by 200 bps.
The situation analysis
To bring alive brand promise we deep-dived into brand, media & consumer:
- Brand: While BBRL's thematic campaign...