ShreeGaneshApnepanKa - Red Label Tea unveils a thought-provoking campaign

On the occasion of Ganesh Chaturthi, Brooke Bond Red Label has launched – Shree Ganesh Apnepan Ka, 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 everyone to open their minds and break the shackles of their own notions to come together.

Sukrit Singh, Chief Executive Officer, Geometry Encompass, talking about the campaign, said – “We believe in 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 which can change perceptions. In this campaign, we developed a simple yet an extremely touching message which breaks the uncommon ground.”

Arpan Jain, Executive Creative Director, Geometry Encompass, commenting on the campaign said – Today, brands must tell stories that resonate with real-life and encourage relevant, meaningful conversations. We all know that tea is a great enabler, so why can’t it help us break-away from our prejudices? We saw a great human insight and wanted to tell a simple but thought-provoking story, luckily we found a perfect occasion. Our scriptwriter Madhurya Alankaar, beautifully phrased the complexities of human beliefs, brought alive the brand promise and ensured the film touches every heart. #ShreeGaneshApnepanKa poses a pertinent question to all of us, the answer to which can be found in a sip of tea.”

The film was shot in a Ganpati idol pandal, one of numerous that can be seen on the streets of Mumbai, weeks before homecoming of Bappa (Lord Ganesha). Devotees visit pandals to book (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 of the idol. In the conversation, certain unknown facts about Bappa are revealed, along with what it truly means to bring home the ‘lord of new beginnings’.

Shankar Shinde, Managing Partner, Geometry Encompass, said – “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.”

Campaign Credits:

Client: Brooke Bond Red label

Agency: Geometry Encompass

Agency CEO: Sukrit Singh

Agency Lead (Managing Partner): Shankar Shinde

Executive Creative Director: Arpan Jain

Script: Madhurya Alankaar (Group Head, Creative)

Creative Team: Meenal Brahmane, Anuvrat Bhansali, Sandeep Gaur, Santosh Kunder, Ganesh Jadhav, Anamta Saltanat

Account Management: Pooja Sawant

Partner Agency – Ogilvy, Mumbai

Director: Divyanshu Singh

Production House: Little Lamb Films