Results and Effectiveness

The campaign recorded over 2.6 Million calls in just 3 months. Volume and value share of the brand zoomed up by 15% and 12% in the category only possible by gaining competitors’ shares. Scores for “Red Label to be healthy” improved from 41 to 47 (Source: Millward Brown) We added 50,000 new Facebook fans in a category that has negligible conversations in the digital space during the campaign. Conviction scores for “Are better quality than other brands” improved from 50 to 61 in 3 months and brand was identified as ‘Healthy’ and not ‘Any Other Tea’ by the consumers.

Creative Execution

We formulated a 12 week plan reinforcing the “Healthy and Tasty Tea” communication in consumer’s life unfolding in 3 phases: Invitation A 30 second debate was aired on National television showing Sonakshi thinking ‘drinking too much tea is not healthy’ and Akshay inviting consumers to call and help convince Sonakshi that Red Label is not just tasty but healthy too. The campaign was taken across media through front page innovation in leading dailies, comic strips in leading women magazines, Innovative hoardings, and billboards. Facebook and YouTube were used to create buzz. Engagement Consumer testimonials TVC trying to convince Sonakshi about ‘Red Label being Tasty and Healthy Tea’ amplified through TV, Print, Outdoor and Digital. Amplification After receiving millions of calls and messages, the adversary (Sonakshi) turns believer - “Red Label is not just tasty but also healthy.” amplified through TV, Print, Outdoor and Digital media.

Insights, Strategy and the Idea

Insight, Strategy & Idea Tea Category in India has most brands talking either about Taste or Family bonding. Red Label decided to reposition itself as a ‘Tasty and Healthy brand’ by communicating about Flavonoids present in tea to gain market share and increase brand value in the category. Our primary target audience was housewives aged 25-44 years who were the gate keepers of their family’s health and increasingly seeking healthy options in their daily diet. To convince them about our proposition we needed a face synonymous with fitness and health, therefore, we decided to rope in Bollywood’s fittest actor ‘Akshay Kumar’ and ‘Sonakshi Sinha’ opposite him since the couple was fresh in consumer’s mind owing to the success of their Blockbuster ‘Rowdy Rathore’. We turned the table by giving consumers a chance to influence these celebrities with their Point of view by sparking a debate between Akshay and Sonakshi to get the campaign rolling.