Brooke Bond Red Label's 'unstereotype' hopes to break racial biases

Brooke Bond Red Label's latest film part of the 'LetsUnstereotype' campaign throws light on - discrimination towards Indians from the Northeast. 

 

Conceptualised by Prime Focus Technologies, the film shows how a lady is asked to show her passport for entry into a monument, as the staff assumes she’s a foreigner.

 

Shiva Krishnamurthy, VP, tea and foods, Hindustan Unilever, said, “Brooke Bond Red Label’s purpose is to make India more inclusive. We are always looking for opportunities to try and challenge stereotypes that come in the way of being more inclusive.”

 

Pranav Chaturvedi, AVP, PFT Brands, said, “There is a huge responsibility attached with crafting content for campaigns that convey a social message. Our objective was to create a thought provoking narrative that will trigger a positive attitude change among consumers.”

 

CREDITS:

 

Client: HUL

VP, tea and foods: Shiva Krishnamurthy 

Agency: Prime Focus Technologies

AVP: Pranav Chaturvedi

Head of sales: Umesh Bopche

Associate creative director: Rajdeep Ghosh

Copywriters: Rajdeep Ghosh, Arshpreet Kaur Biji and Shambhav Pande

Sales managers: Meera Ghare and Siddhi Joshi

Production: Prime Focus Technologies

Executive producer: Pranav Chaturvedi

Director: Albin Jaison

DOP: Akhilesh Shrivastava

Producer: Vishal Shetty

Art director: Mrinal Das

Music director: Kim Koshie

First assistant director: Shreya Singh

Line producer: Shiva Konar

Production manager: Aadil Khan

Editor: Vikram Kale

Post production: Prime Focus Technologies