Common ground is a cup away

The Background
Brooke Bond Red Label was launched in 1903 and is one of the most trusted brands in
India for tea. Being the oldest brand in a mature and universally penetrated category like
tea, the brand’s biggest marketing challenge was to break the clutter in an increasingly
connected world of media.

The answer to breaking clutter was, surprisingly, purposeful advertising. Brooke Bond
Red Label argued that, just like our consumers, a brand should have a “purpose” that
transcends beyond just increasing sales to creating a real impact in the lives of consumers.
When a brand stands for a larger purpose, it becomes noticeable, memorable and
actionable.

Thus, the journey on purposeful advertising began 5 years ago with the launch of
“#SwadApnepanKa” campaign. It is based on the firm belief that tea can go a long way
in dissipating tensions and can bring ‘different’ people together. The brand's purpose is to
help people find common ground over tea, thereby making India more inclusive.
Consumers resonated with the brand’s mission on inclusiveness. With the overwhelming
success of its first campaign in 2014, the brand continued this journey for the last 5 years,
touching upon several social issues that are normally kept in hushed tones.

The brand has proven time and again that purposeful campaigns are also good for the
business. The “#SwadApnepanKa” campaign delivered great results on brand users,
salience and equity besides the numerous accolades it won (including Cannes Grand Prix).

KPI 2013 vs 2009 2018 vs 2013

Market Share -10 bps +77 bps

Penetration -80 bps +420 bps

Spontaneous Awareness +300 bps +1,100 bps

Brand Equity Score +200 bps +1,034 bps

The Next Steps: From Brand Say to Brand Do

We have become skilled in developing core advertising to get people to ‘think, feel, believe’
differently but we are missing the opportunity to create demonstrable, actionable change
that is lived and breathed beyond our core advertising.

Therefore, a need exists to move Common Ground from ‘brand say’ to ‘brand do’. Crucially,
it's about doing what you say and saying what you do.

The Brief
Your brief is to come up with impactful ‘do’ ideas on the brand in one or two ways

1. Any action that helps solve the prejudice at hand

2. Bring the action alive with products and packaging

The space that Brooke Bond Red Label wants to make a difference is in

1. Empowerment of transgenders
2. Acceptance of differently abled

Please refer to the inspirations in the annexure.

Things to keep in mind

1. Brooke Bond is not an ‘activist’ brand and would like to bring about change by
being a positive influencer
2. Any successful brand ‘do’ campaign should be a long term thought rather than
one single campaign
3. The ideas can be channel and media agnostic
Annexure 1: Brooke Bond Red Label Campaigns

2014
o The Hindu Muslim (neighbours) film
Watch here: https://www.youtube.com/watch?v=tQuddKFhfFA

2015
o Surprise visit (live in) film
Watch here: https://www.youtube.com/watch?v=7pOFqpZAKds

2016
o 6 pack band
Watch here: https://www.youtube.com/watch?v=blvOBnSRfVc
https://www.youtube.com/watch?v=msbZUmaUBuI
2017
o The CEO film
Watch here: https://www.youtube.com/watch?v=cN6G11JLhtg

2018

o 6 pack band 2.0

Watch here: https://www.youtube.com/watch?v=uFTe8xRgQ6o

o The story of 2 blends

Watch here: https://www.youtube.com/watch?v=Wv6lDB_6Ls0
 o Ganpati film

Watch here: https://www.youtube.com/watch?v=VnwHhcbUChc

2019
o The old friends film
Watch here: https://www.youtube.com/watch?v=PqWtfiOrZqM
Annexure 2: Some examples of great Brand do campaigns
VIDEO CONTENT

1. Dove 'Real Beauty' Campaign

a. Real Sketches: https://www.dove.com/in/stories/campaigns/real-beauty-
sketches.html
b. Self Esteem Project: https://www.dove.com/in/dove-self-esteem-project.html
c. Change the rhyme: https://www.youtube.com/watch?v=2XMKzhcDXPM

2. Hamam: #GoSafeOutside
https://www.youtube.com/watch?v=uxm5HglMWHk
PACKAGING AND PRODUCT

3. Rin: The time is now! Fight to save water with Rin: #JalNahiTohKalNahi
https://www.youtube.com/watch?v=EB-UNQHhkIs

4. Lux: The soap with a lump

Lux redesigns the soap bar to promote breast cancer awareness
https://www.youtube.com/watch?time_continue=116&v=uIDJRWfHrcg
On ground SOCIAL IMPACT

5. Fair & Lovely: The Fair & Lovely Foundation

https://www.fairandlovelyfoundation.in/
Annexure 3: Output expected