Brooke Bond Red Label, a popular tea brand, has recently launched a purpose-driven campaign called #SwadApnepanKa, with a strong focus on inclusivity. The campaign emphasises the brand’s commitment to bringing people together, regardless of their backgrounds or abilities. The film showcases a heartwarming story set in a local train compartment, where an elderly woman and a visually impaired man are brought together by a dishevelled man who initiates a conversation and offers them tea from his flask. The film beautifully captures the power of trust, acceptance, and the ability to transcend differences.
Tea plays a significant role in the campaign, symbolising the catalyst for connection and unity. The aroma of the tea in the film leads to a moment of trust, breaking down barriers and fostering a bond between the characters. Brooke Bond Red Label believes that tea has the power to bring people together, bridging gaps and promoting inclusivity.
Shiva Krishnamurthy, the Vice President for Beverages at Hindustan Unilever, the parent company of Brooke Bond Red Label, stated that the #SwadApnepanKa campaign embodies the brand’s ethos of inclusivity and aims to address current social contexts. The campaign strives to present unique narratives that challenge stereotypes and promote a non-stereotypical portrayal of people with disabilities. The campaign has been well-received for its creative execution and powerful storytelling. The film captures the fragility of human trust and challenges societal prejudices.
RTM Watch’s Take
Brooke Bond Red Label’s #SwadApnepanKa campaign is a heartfelt initiative that resonates deeply with the essence of inclusivity and empathy. In a world often divided by differences, this campaign beautifully captures the simple yet powerful idea of coming together over a cup of tea. By spotlighting the experiences of differently-abled individuals and showcasing the bonds that can form when barriers are broken down, Brooke Bond Red Label sends a strong message of acceptance and unity. It’s heartening to see a brand leveraging its platform to promote social awareness and challenge stereotypes, reminding us all of the importance of empathy and connection in our increasingly diverse society.
