INDIA — On the occasion of Ganesh Chaturthi festival in India, Hindustan Unilever’s Brooke Bond Red Label has launched Shree Ganesh Apnepan Ka 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 invisible wall to come together.
Watch the ad here:
Sukrit Singh, Chief Executive Officer, Geometry Encompass, commented on the campaign, “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 of Geometry Encompass, also 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. The campaign film 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 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.
The story starts with a young man in an idol shop, looking for a Lord Ganesha idol. The shop owner, an old man, shows him different varieties of idols, while giving the young man trivia on Lord Ganesha. The young man is impressed by his knowledge and applauds him for the same. 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 old shop owner, the Islamic call to prayer (Adhaan) echoes in the distance. The old man puts on his skullcap (Islamic headgear), as 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 to 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.”
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