<p>Indians love their chai — homemade, roadside or from a posh tea parlour. Besides giving that kick, tea also helps in breaking the ice in awkward situations. Hindustan Unilever has been exploring this idea in its latest campaign for Brooke Bond Red Label tea. In its last ad film, it had an elderly Hindu couple bonding with their Muslim neighbour over a hot cup of chai.<br><br>The latest ad , conceptualised by Ogilvy & Mather, shows a live-in couple getting a surprise visit from the boy’s parents. In this situation, a hot cup of tea, made just the way the parents like it, takes away the tension.<br><br>Explaining the concept, Kainaz Karmakar, executive creative director (ECD) at O&M says, “Starting last year, we moved the Red Label proposition to the bonds that are strengthened over a great cup of tea. The core idea is encapsulated by the tagline — <em>Swaad Apnepan Ka</em>.”<br><br>Harshad Rajadhyaksha, ECD at O&M, adds, “The heart of the campaign is the same as the earlier ad about the neighbours — the role of tea in dissolving awkwardness remains consistent across both the films.”<br><br>(This story was published in BW | Businessworld Issue Dated 13-07-2015)</p>
