On the occasion of Ganesh Chaturthi festival in India, Hindustan Unilever’s Brooke Bond Red Label tea brand has launched a campaign to celebrate the spirit of togetherness.
Conceptualised by Geometry Encompass, inspired by real-life stories, the campaign delves into deep-rooted human prejudices. It encourages people to open their minds and break invisible walls to come together.
Sukrit Singh, chief executive officer, Geometry Encompass, commented on the campaign: “We believe in the power of ideas and storytelling to change human behaviour. While the medium shapes the story, it is the message that makes a difference, and here we collaborate with brands to craft messages that can change perceptions. In this campaign, we developed a simple yet touching message which breaks uncommon ground.”
Arpan Jain, executive creative director of Geometry Encompass, also said: “Today, brands must tell stories that resonate with real life and encourage relevant, meaningful conversations. Our scriptwriter Madhurya Alankaar beautifully phrased the complexities of human beliefs, brought alive the brand promise and ensured the film touches every heart.”
The film was shot in a Ganpati idol pandal, one of numerous temporary structures that can be seen on the streets of Mumbai, weeks before the holiday. Devotees visit pandals to purchase an idol for the occasion and spend hours choosing the perfect one. The film is a conversation between an idol-maker and a first-time buyer.
The story starts with a young man in an idol shop. The shop owner, an old man, shows him different varieties of idols, while recounting trivia on Lord Ganesha. The young man is impressed by his knowledge and applauds him for it. After a bit of search, he finally finds the perfect idol for his home. The moment he is about to share his decision with the shop owner, the Islamic call to prayer (Adhaan) echoes in the distance. The old man puts on his skullcap (Islamic headgear), and it is revealed that he is actually a Muslim. Puzzled and uncomfortable, the young man decides to leave. Just then, the helper in the shop walks in with a cup of tea and the old man requests the young man to join him for tea. As he takes the first sip, his heart softens, and a conversation unfolds between the two. The old man tells him that his work is worship for him. On Ganesh Chaturthi, a festival to mark new beginnings, the young man decides to break his notions, and buys the idol from the old man, thus truly making a new beginning. Tea plays a pivotal role here in breaking uncommon ground, which is the brand positioning of Brooke Bond Red Label Tea.
Shankar Shinde, managing partner, Geometry Encompass, added: “Our two decades of relationship with Unilever and its gamut of brands, gives us a great understanding of their brand ethos. As a medium-agnostic agency, it also helps us sustain a perpetual dialogue with our clients on ideas and how can we make the brand more relevant to our consumers. The enthusiasm and belief of our client partner empowered us to deliver a topical, stimulating campaign, one that we are immensely proud of.”
Creative Agency: Geometry Encompass
Copywriter: Madhurya Alankaar (Group Head, Creative)
Executive Creative Director: Arpan Jain
Chief Creative Officer: Sukrit Singh
Managing Partner: Shankar Shinde
Account Management: Pooja Sawant