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Tea tastes better in company, proves Red Label in social experiment

Conceptualised by Ogilvy Mumbai, the campaign that carries forward ‘Swad Apnepan Ka’ proposition, sheds light on an interesting aspect of tea consumption

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Tea time is cherished by most Indians. And it has to do as much with one’s company as it has to do with the beverage itself. Shedding some light on this interesting aspect of tea consumption is Red Label’s new campaign.

The campaign titled ‘A Tale Of Two Blends’ carries forward the brand’s ‘Swad Apnepan Ka’ proposition. Conceptualised by Ogilvy Mumbai, the campaign starts with the brand inviting a few people to taste two blends. After the participants taste the first blend, they are taken to another room to taste the second one.

The difference, however, is that the second blend comes with company. The ‘social experiment’ goes on to prove that tea, somehow, tastes better in company.

“At Red Label, we’ve always communicated that tea is much more than a beverage. This time, we wanted to go beyond and actually put our tea itself to the test by creating two special blends. Executed in a very organic manner, ‘A Tale Of Two Blends’ is more than an experiment. It is an attempt to exhibit the most important ingredient in our tea blends,” said Akshay Seth, Senior Creative Director, Ogilvy Mumbai.

Kainaz Karmakar and Harshad Rajadhyaksha, Chief Creative Officers, Ogilvy West, said, “The ‘togetherness’ journey on Brooke Bond Red Label that we embarked on in 2014 has proven to be one rich with discoveries. One of the discoveries we have made is that more than anything else, what human beings need is other human beings. Nothing can substitute human company. The two blends project proves that once again. The client team, led by Sudhir Sitapati, believes that the purpose of our brand is to bring people together and that makes all the good work possible.”

The Campaign:


Client: Red Label

Agency: Ogilvy

Chief Creative Officer (West): Kainaz Karmakar and Harshad Rajadhyksha

Senior Creative Director: Akshay Seth

Creative Director: Kanika Sethi

Account Management: Nikhil Mohan, Nayna Kotian, Sonal Sawant, Richa Roshan

Account Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda

Production House: Little Lambs Films Director: Bauddhayan ‘Buddy’ Mukherji

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