Inclusive Bonds: Red Label's #SwadApnepanKa Campaign Celebrates Unity Over Tea

Brooke Bond Red Label has launched a new phase of their purpose-driven campaign, #SwadApnepanKa, emphasizing inclusivity and the valuable lessons on unity learned from the differently-abled community.

The campaign highlights how we can all benefit from the acceptance and empathy demonstrated by individuals with disabilities, ultimately nurturing genuine connections.

Set in the compartment of a local train, the brand film depicts an elderly woman seated across from a visually impaired man. Tension arises when another passenger, a disheveled man, raises suspicion. However, he breaks the ice by offering tea from his flask to both passengers. Despite initial hesitation, the aroma of the tea fosters a moment of trust, as the visually impaired man, relying on his heightened sense of smell, accepts the offer. This challenges the elderly woman's preconceptions, leading to a bond forming over tea among the trio, transcending their differences.

Shiva Krishnamurthy, Vice President for Beverages at Hindustan Unilever, comments: "Brooke Bond Red Label tea has consistently advocated for bringing people together, regardless of their backgrounds or abilities. Our #SwadApnepanKa campaign embodies this principle, adapting to address contemporary social contexts and present compelling narratives. This latest installment aims to portray individuals with disabilities in a non-stereotypical manner."

Harshad Rajadhyaksha and Kainaz Karmarkar, Chief Creative Officers at Ogilvy India, add: “As humans, we often judge others based on various factors, such as caste, appearance, or gender. This tendency drives us apart and prevents us from enjoying life's simple pleasures. This story captures the vulnerability of human trust, with the twist being the visually impaired person's demonstration of trust that others struggle to emulate. As with all Red Label films, tea serves as a catalyst for bringing people together."