Conceptualised by Ogilvy & Mather, Mumbai, the ad film takes up the sensitive topic of Alzheimer’s and spreads a special message that we can do our bit by spending a few moments with those who are lonely
Akansha Mihir Mota and Roshni Nair | Mumbai | March 1, 2017
Memories are a lifetime of experiences, stories, laughs, tears and lessons stored away in some sepia-tinted corner of our minds to conjure up when they are most needed. But most importantly they are a connection to the people we call our own. So, what happens when our memory starts to fail us?
Considering our bustling cities and teeming villages, one wouldn’t suspect loneliness to be a factor but people today are lonelier than they have ever been and it is especially a cause of concern among the elderly.
Red Label, in its new ad campaign conceptualised by Ogilvy & Mather, Mumbai, has taken up the sensitive topic of Alzheimer’s disease to forward its property ‘Swad apnepan ka’ and dwells on the concept of loneliness induced by a fading memory. Just like in its previous communication, the brand tries to uncover the bonds between people through tea.
The ad film starts with a young man entering a house where an old woman is sitting all by herself. The voiceover narrates how in the past everyone in the colony would come to visit the woman because of her famous ‘chai’ but ever since she started losing her memory because of Alzheimer’s, the colony too gradually has forgotten her. The young man goes inside to prepare some tea. The woman, Nutan Aunty, instantly perks up at the sight of chai and compliments the young man, calling him Amit. Through the voiceover we learn that the man is actually not her son Amit but her neighbour. But they continue to enjoy each other’s company.
Talking about loneliness and the thought behind the campaign, Kainaz Karmakar, ECD, Ogilvy Mumbai, said, “Loneliness is the biggest disease going around in the world. And it hits people with Alzheimer’s that much harder because they are not even in a state to complain about it. Luckily we have a client that is as sharp and sensitive as this issue demands, so we could do what we set out to. Tea can’t cure Alzheimer’s but it can cure loneliness.”
Speaking about the two aspects of a good ad communication, Harshad Rajadhyaksha, ECD, Ogilvy Mumbai, said, “All good communication must work at two levels. It must deliver the brand message and the human message. We were lucky to find a story that does both. Prasoon Pandey worked nothing less than magic in taking this story from page to screen. Here’s hoping everyone who watches it enjoys it of course, but also does their bit in making someone less lonely.”
Commenting on the social aspect of the film, Abhik Santara, EVP, Ogilvy Mumbai, said, “‘T’ for togetherness is more than a hashtag for this campaign. It is a call to action. All the work on Red Label nudges us to dissolve some social tension that faces us in current times. This time it is nudging us to remember the people we have forgotten.”
Best Media Info got in touch with a few people from the industry to understand how they liked this remedy for loneliness.
“Raising awareness about a disease like Alzheimer’s, in a country that still doesn’t understand it in its entirety, is an admirable thing to do. Doing so by building a seamless connect with the product makes this film even better. And it’s not just the message, but also the story that grabs the viewers’ attention. Through a kind neighbour who remembers a woman’s happy past and steers her on towards a healthier future, the message of togetherness gets established well. I hope this campaign finds the support it deserves on the digital space, by driving conversations around the disease and inspiring people to get involved. After all, isn’t that what the taste of togetherness is all about?” said Akshat Bhardwaj, Creative Director, DigitasLBi, Mumbai.
Echoing a similar sentiment, Khalid Khatri, Executive Creative Director, Infectious, said, "The one purpose that such films serve is that it brings people's attention to disorders/ailments like Alzheimer's. Even after years of efforts, very little is done for the patients and families of people suffering from Alzheimer's. Coming to the film, I think the emotion has been captured beautifully. The performances are subtle and drive home the point. The idea of sharing time over a cup of tea is not new but the whole cause gives it a larger appeal. Very little has been said, but it does the job."
Abhishek Sahadevan, Associate Group Head, Creative at The Glitch, said, "The ad hits home, emotionally and functionally. Slice of life ads are hard to do because audiences today are smart enough to question authenticity, but when done right, like in this case, the story becomes the hero. The brand's long standing philosophy of 'Swaad apnepan ka' (taste of togetherness) closes the loop fittingly, and that's all brand custodians can ask for."
Client: Red Label
Agency: Ogilvy & Mather, Mumbai
Executive Chairman and Creative Director, South Asia: Piyush Pandey
NCD: Rajiv Rao
ECDs: Kainaz Karmakar and Harshad Rajadhyaksha
Copywriters: Kainaz Karmakar and Harshad Rajadhyaksha
EVP: Abhik Santara
VP: Nikhil Mohan
Planning: Prem Narayan, Vipasha Bhuptani
Account management team: Aparna Mody, Supriya S Venkittathodi
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala