Brooke Bond Red Label: The 6 Pack Band

Brooke Bond Red Label (BBRL) Tea, a tea brand, increased awareness by highlighting the social issue of discrimination against India's transgender community and people with disabilities with a series of campaigns from 2016 to 2018.

The marketing objective

Tea is BIG. Over 4,000 brands vie for consumer attention, alongside a huge unbranded market which is almost equal in size. Tea has become a commodity and brands struggle to build equity and loyalty. This was the scenario, Brooke Bond Red Label (BBRL) Tea was facing. With intensifying competition and price wars, consumer erosion was a huge challenge.

There is a need to constantly innovate to change preferences and drive sales. With so much at stake, the brand is forced to take on a dual marketing challenge, that of constantly increasing usage as well as users. The...

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