Tea is BIG. Over 4,000 brands vie for consumer attention, alongside a huge unbranded market which is almost equal in size. Red Label is a close second in the organized tea category with a very narrow gap of just 80bps (Source: Nielsen), between itself and the category leader. With intensifying competition and price wars, consumer erosion was a huge challenge.

The brand is positioned as the “Tea that brings people together”. This is beautifully encapsulated in the tagline “Swaad Apnepan Ka.” It promises that the world could be a more welcoming place if one could put aside one’s prejudices and accept others in the spirit of friendship/brotherhood.

Our task was to make the “Togetherness” promise come alive in a way that it effected society. Only if society comes together and participates then truly could Red Label say that they are “walking the talk”.

We launched 6 Music Videos over 6 months. Its debut song “Hum Hai Happy” based on Pharrell William’s hit “Happy” recounts their philosophy of being happy despite their adversities. We then roped in Sonu Nigam, India’s top Singer and musician par excellence and the most credible voice in the industry today and created 2 versions of ‘Sab Rab De Bande’, which translates to ‘We are all children of God’ reinforcing that all men are born equally.

Launched on Youtube, the songs quickly became a talking point across media. Leading television music and radio channels played them as programming content. They were also integrated into content sharing apps including all the Live-streaming music Mobile apps.

Leading Bollywood actors with like Hrithik Roshan, Salman Khan and Arjun Kapoor came forward to lend support by featuring in the music videos and Bollywood brigade went wild on Twitter showing their solidarity and support.