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Brooke Bond Red Label Spot Tackles Stereotyping of Indians from the Northeast

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Prime Focus Technologies launches latest campaign as India celebrates Republic Day

Brooke Bond Red Label Spot Tackles Stereotyping of Indians from the Northeast

As India celebrates its 70th Republic Day, Prime Focus Technologies' latest digital film for Brooke Bond Red Label throws light on the discrimination towards Indians from the Northeast. Often regarded as foreigners owing to their distinct appearance, Indians from the Northeast region have been continually subjected to stereotyping in their own country. The film highlights one such instance, where the protagonist is asked to show her passport for entry into a local museum, as the staff simply assumes she’s a foreigner.

The poignant ad is part of Brooke Bond Red Label’s landmark campaign - #Unstereotype, which aims at busting stereotypes and fostering a welcoming culture of inclusion. An earlier film (also produced by PFT) under this campaign focused on raising awareness about dwarfism and shattering popular stereotypes associated with it.

According to Pranav Chaturvedi, associate vice president, PFT Brands: “There is a huge responsibility attached with crafting content for campaigns that convey a social message. Our objective was to create a thought provoking narrative that will trigger a positive attitude change among consumers.”

Shiva Krishnamurthy, vice president, Tea & Foods (HUL) said: “Brooke Bond Red Label’s purpose is to make India more inclusive. We are always looking for opportunities to try and challenge stereotypes that come in the way of being more inclusive. Right from ideation to delivery, PFT has been a great partner in crafting this digital film.”

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Sales Team: Umesh Bopche, Meera Ghare & Siddhi Joshi

Vice President Advertising: (Associate) Pranav Chaturvedi

Post Production / VFX

Post Production Company: Prime Focus Technologies

Production Company

1st AD: Shreya Singh

Art Direction: Mrinal Das

Costume Designer: Quba Syed

Director: Albin Jaison

DOP: Akhilesh Shrivastava

Executive Producer: Pranav Chaturvedi

Hair and Make Up: Nilesh Patkar

Line Producer: Shiva Konar

Music Director: Kim Koshie

Producer: Vishal Shetty

Production Company: Prime Focus Technologies

Production Manager: Aadil Khan


Editor: Vikram Kale

Creative Agency

Associate Creative Director: Rajdeep Ghosh

Copywriter: Rajdeep Ghosh, Arshpreet Kaur Biji & Shambhav Pande

Creative Agency: Prime Focus Technologies

Genres: People, Storytelling

Categories: Soft Drinks, Hot Beverages, Mon, 28 Jan 2019 11:49:01 GMT