Business
Prime Focus Technologies’ Spot for Brooke Bond Red Label Confronts Indian Stereotype (MESA)
Story Highlights
As India celebrated its 70th Republic Day on Jan. 26, Prime Focus Technologies helped produce a TV spot that aimed to offer a message around overcoming prejudices and breaking down barriers of racial bias across the nation. PFT’s video for Brooke Bond Red Label threw a light on one such cause: discrimination towards Indians from the Northeast.
Often regarded as foreigners owing to their distinct appearance, Indians from the Northeast region have been continually subjected to stereotyping in their own country. The film highlights one such instance, where the protagonist is asked to show her passport for entry into a local museum, as the staff simply assumes she’s a foreigner.
The poignant ad is part of Brooke Bond Red Label’s landmark campaign, #Unstereotype, which aims at busting stereotypes and fostering a welcoming culture of inclusion. An earlier film (also produced by PFT) under this campaign focused on raising awareness about dwarfism and shattering popular stereotypes associated with it.
“There is a huge responsibility attached with crafting content for campaigns that convey a social message,” said Pranav Chaturvedi, associate VP of PFT Brands. “Our objective was to create a thought provoking narrative that will trigger a positive attitude change among consumers.”
Shiva Krishnamurthy, VP of Tea & Foods, parent company of Brooke Bond Red Label, added: “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. Right from ideation to delivery, PFT has been a great partner in crafting this digital film.”
As of early Jan. 30, the TV spot had registered nearly 500,000 views on YouTube.
