Brooke Bond Red Label: India's first Isspeshal band

Brooke Bond Red Label, the Indian tea brand, increased brand equity and reach by promoting autistic children as part of a pop band in India.

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...

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