The communication goal
Brooke Bond Red Label (BBRL) is positioned as the "Tea that brings people together," beautifully encapsulated in the tagline "SwadApnepanKa." It promises that the world could be a more welcoming place if one accepts others despite their differences.
Our goal was to make the "Togetherness" promise come alive in a way that it affected society at large.
It's not about 'Chai', but rather the story of inclusion - The Red Label Story.
The situation analysis
BBRL brought to the front the problems of the Transgender community via its 6 pack band. However, there are several groups that...