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Thursday, June 13, 2024

Over a cup of tea, Brooke Bond calls for transgender inclusiveness

In its latest digital campaign, part of its series called ‘Swad Apnepan Ka’, Brooke Bond Red Label once again takes a look at the deep-rooted prejudices faced by transgenders. 

In the film conceptualised by Ogilvy, a cup of tea changes one of these prejudices. An elderly woman, who is initially miffed by a transgender knocking at the window of her car with a cup of tea on a rainy day in the middle of a traffic block, instead chooses to bless the person. The film follows the brand’s six-pack band initiative [see cover picture] that features a band entirely made up of transgenders.   

Shiva Krishnamurthy, VP, Tea and Foods, HUL, said, “Brooke Bond Red Label’s purpose is to make India more inclusive. We believe that a tasty cup of tea can help us challenge stereotypes and bring people closer. Our latest TVC is yet another attempt to celebrate diversity and encourage people to truly embrace it.”   

The film show on television and digital.    


Creative Agency: Ogilvy Group 

CCOs: Kainaz Karmarkar, Harshad Rajadhyaksha, and Sukesh Nayak 

Chief Creative Officers: Kainaz Karmarkar and Harshad Rajadhyaksha 

Director: Sainath Choudhury 

Production House: Purple Vishnu 


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