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.”