Ogilvy India’s ad for Red Label tea addresses the tension between vegetarians and non-vegetarians

Ogilvy India has created a new film for Red Label team from Hindustan Unilever that seeks to diffuse the social tension between the country’s vegetarian and non-vegetarian population.

While visiting a friend, an elderly man declines a cup of tea claiming he is prohibited by social and familial mores from even accepting a glass of water in a house where non-vegetarian food is prepared.

He is particularly scared of how his mother will view any deviation from tradition. But then, he decides to have a cup, explaining to his friend that he will apologise to his mother later.

The film is a continuation of the ‘Swad Apnepan Ka’ [The Taste of Belonging] campaign which has previously addressed social tension points like neighbours from different religious backgrounds and social mobility.

The film comes at a point when diet has become a highly politicised subject across the country.

Speaking about the campaign, HUL’s vice president of tea and foods Shiva Krishnamurthy said: “Brooke Bond Red Label’s purpose is to make India more inclusive.

“We believe in confronting and challenging prejudices that come in the way of being more inclusive. Our latest ad challenges one such prejudice in a light hearted manner over a tasty cup of tea.”

The campaign is among the marketing efforts that has seen Unilever steal a lead on former market leader Tata Tea in the tea category in India.


Agency: Ogilvy

Vice chairman and group CCO: Sonal Dabral

Chief creative officer (West): Kainaz Karmakar, Harshad Rajadhyksha, Sukesh Nayak

Group creative director:  Akshay Seth

Creative director: Kanika Sethi

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

Account planning: Prem Narayan, Vipasha Bhuptani.

Director: Prasoon Pandey

Production house: Corcoise


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