Brooke Bond Red Label
Creative & Production
Media Planning & Buying
– New Media: Digital, Social
– Traditional Media: TV, Radio
To increase brand awareness and keep Brooke Bond Red Label at the “tip of the tongue”, we aimed to invoke feelings of hope, joy, and happiness during Diwali and the popular South Asian festivities by creating “moments of togetherness” even if you can’t be with the ones you love in person.
There are 32 million Indian migrants in the world, majority of whom were finding new ways to celebrate custodial festivities amid the global pandemic while still looking to adhere to age-old traditions. Unable to travel to see their loved ones, we aimed to encourage South Asians to celebrate responsibly wherever they may be and to shed light on the fact that not being there in person won’t take away from the true meaning of Diwali. Same holiday, but a different type of celebration.
Our campaign, Tyohaar Wahi, Andaaz Naya (meaning “Same Festival, Different Celebration”), deployed a multi-channel approach that incorporated TV, online sweepstakes, and social media blasting to remind people to celebrate mindfully while remembering what the essence of this great tradition is all about. Our TV commercial showed the modern way in which a family who is spread across the globe can still come together and celebrate. We further evoked delight and excitement by creating a holiday-themed sweepstakes that generated buzz online on various social media platforms.