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Red Label Tea unveils thought-provoking campaign on Ganesh Chaturthi

The film reveals what happens when a cup of tea makes us question our deep-rooted prejudices.

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MUMBAI: 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.

Geometry Encompass chief executive officer Sukrit Singh says, “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.”

Geometry Encompass executive creative director Arpan Jain adds, “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.”

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 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’.

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