Hindustan Unilever organized a "Content Day" event in 2015 where content creators pitched ideas for HUL brands. Y Films pitched the idea of creating a transgender music band for Brooke Bond Red Label tea to align with Unilever's gender stereotype campaign. This resulted in the launch of the 6 Pack Band, India's first transgender band, through a series of videos promoting inclusion and togetherness over a cup of tea. The campaign was effective in furthering Red Label's brand mission and addressing social issues while engaging audiences through digital media.

1. HINDUSTAN UNILEVER: BROOKE BOND RED
LABEL’S 6 PACK BAND
PRESENTED BY:
Ravindra V
Rithik dhurve
Rohan C B
Rohit S R
Sahana G V
Tarun

2. Hindustan unilever limited(HUL)
 Unilever is the Indian subsidiary of Anglo-Dutch fast moving consumer goods (FMCG)company.
 Unilever was the largest player in the Indian FMCG sector and market leader in most of the
categories in which it competed .
 Unilever includes products like soaps,shampoos,beverages ,detergents, ice creams ,skincare, tea
and coffee products etc.
 According to “Economic Times Brand Equity” HUL had the largest number of brands featured
in the “100 most trusted Brands”

3. What do you do to relieve your stress?
A cup of chai is never sipped alone but with family over breakfast or in the evening with
friends. Be it film gossip, politics, or some social scandal, everything gets discussed over a
cup of tea.
STRESS TEA RELIEVE

4. Brooke bond Red label:
 Brooke bond is founded by Arthur Brooke in 1869.Brooke bond is a Brand name of tea owned by
HUL.
 It was in 1903 that Brooke bond launched the red label in India, so it is the 107-year-old tea
brand.
 Acquired by Hindustan Unilever ltd in 1984 through international acquisition.
 Brooke Bond Red Label is positioned as the ‘tea that brings people together ’
 Brooke bond was probably the largest tea company in the world with one-third of the share of
both British and Indian tea markets.
 Brooke Bond was the only brand from the company’s food and refreshment category with sales of
over $300 million.

5.  https://youtu.be/utSYAkQi5hY

6. 1.What is the relationship that you see between
corporate goal, brand purpose and brand
communications?
 In 2010 Unilever adopted a common goal to "make sustainable living commonplace“
 From there on they have undertaken numerous projects in areas of sanitation, hygiene, and
nutrition across the globe.
 Some brands of Unilever are categorized as "sustainable living brands" such as Knorr, Lipton,
Dove, and, domestos because they had been containing " integrated sustainability" into both
products and purpose.
 So these products increased half of its overall growth .

7. Sustainable living brands- purpose and product in action
1. Domestos
 Purpose -Promoting the benefits of clean toilets and increasing accessibility to toilets.
 Product- The company reduced the plastic content of Domestos bottles by up to 15%, and is
expected to Save around 1,000 tones of plastic annually.
2. Dove
 Purpose-Reaching over 15 million young people through the Dove Self-Esteem Project, making
beauty a source of confidence, not anxiety
 product-Dove was one of the first brands to introduce compressed aerosol deodorants in 2013,
aimed at reducing carbon footprint per can by 25%.

8. 3. Knorr
 Purpose-Attempting to source 100% of ingredients sustainably
 Product-the top 13 vegetables and herbs used in the Knorr product range, 92% were already
grown sustainably and carried the “sustainably grown” label.
4. Lipton
 Purpose-Providing support to farmers and their families by attempting to improve their
livelihood
 product-All the tea for Lipton tea bag blends was sourced from Rainforest Alliance Certified TM
estates by the end of 2015

9.  Unilever’s chief marketing and communications officer, Keith weed, says “one of our core beliefs
is that you cannot have a healthy business in an unhealthy society.“
 Unilever’s sustainable living brands contributed toward its goal of doubling business while
simultaneously reducing its environmental damage and increasing its positive impact.
 For developing markets like India they came with different approaches that ensured an increase
in product consumption and fulfillment of large societal purposes.
 “Swastha Chetna" launched under the HUL’s lifebuoy brand was India's largest health and
hygiene program.
 It educated people on the importance of hygiene in preventing illness by adopting a simple
handwashing practice.
 Red label
 So for red label tea, Arthur Brooke had chosen the name “Bond” to signify the bond between the
brand and its consumers.
 Red Label’s brand proposition, “Swad Apnepan Ka” (“Taste of Togetherness”), showcased
moments of bringing people from diverse backgrounds and cultures together over a cup of tea.
 Highlighting social issues the brand attempted to bring about behavioral change in society

10. 2.Why is digital media important for HUL?
 HUL used a mix of both traditional and digital media for reaching its target audience. While it
used mass media like television, radio, and print to address social issues that reverberated with a
wider audience profile, the firm relied on digital media for more thought-provoking content.
 India's FMCG sector boasted more advertising and marketing spending than any other, with
HUL being the largest contributor to the sector.

11.  HUL’s advertising and promotion spending in the first quarter of 2016 was $169 million, a 22.06
percent increase over the same quarter of the previous year 2015 spent $157.03 million ."¹ Over
the previous 10 years, digital media had grown substantially to become an integral component of
Indian consumers' media consumption habits.
 According to research done by eMarketer, a New York-based research company, digital media
accounted for 12.6 percent of total advertising expenditure in India in 2015, and this was likely
to increase to 14.3 percent (i.e., over $1 billion) by 2017 $1185.60 million.
 One report from the Internet and Mobile Association of India and KPMG stated that India would
have 500 million Internet users and 314 million mobile Internet users by 2017.
 This switch to digital formats drove companies to create content that was able to entertain,
engage, and connect with the target audience; as such, HUL used innovative communications to
tell compelling brand stories that resonated with consumers' lives.

12. 3. What was the rationale behind ‘Content Day’?
 Hindustan Unilever organized a structured event called 'Content Day' in Mumbai on June 12,
2015
 “Content Day,” where content creators from across the country were invited to pitch their ideas
for HUL brands. There was participation by some 35-40 content partners, with producers,
platforms, radio channels, television networks, digital platforms, and social media platforms all
vying with each other to pitch their ideas for various HUL brands.
 On this “content day” Y Films, the “youth wing” of Yash Raj Films, presented the idea of
creating a transgender music band for the Red Label brand
 The idea to create a music band comprising members of the transgender community for Red
Label was pitched by Y Films, the 'youth wing' of Yash Raj Films.
 The campaign was designed to address the barriers to the “third gender” by bringing about
behavioral change among the target audience.
 The idea of a transgender band gave parent company HUL the opportunity to align with
Unilever’s global #UNSTEREOTYPE campaign, a movement to remove from its advertising all
forms of gender-based, lesbian, gay, bisexual, and transgender (LGBT) stereotypes.

13.  https://youtu.be/RTurfK8KfiQ

14. Red label 6 pack band
 The 113 years old tea brand Brooke Bond Red Label made a campaign that went on to create the
world's first transgender band.
 The campaign was launched in January with six transgenders and six videos over six months.
The songs spoke the language of Red Label.
 The first music video by 6 pack band, was launched on YouTube, Indian radio stations, and
streaming apps in January 2016. The band soon released five more music videos, featuring
Indian movie stars Hrithik Roshan, Arjun Kapoor, and Salman Khan, as well as singers zanai
bhole and Sonu Nigam.
 The First song is “Hum Hain Happy” (“we are happy”). While “Hum Hain Happy” focused on
the happy-go-lucky attitude of the transgender community.
 The second video, “sab rab de bande” (“all are creatures of God”), gives the message there is
no barrier of caste, creed, community, or gender and humanity is the one religion

15. Why transgenders in ad ?
 Many are disowned by their families and have to make a living begging on the streets or
sometimes even worse.
 “For generations, we, the ‘normal’people, have been conditioned to believe that the transgender
is ‘different’ and cannot be part of our lives. This was the very thinking that they wanted to
break.
 As society evolved and subsequent generations began to disregard traditions, the transgender
community had to look for additional avenues for income.
 Lack of societal acceptance and low literacy levels forced most of them into prostitution and
begging.
 It was this perception that became the key insight for the first music video, “hum hain happy.”

16. 4.Which social cause did HUL choose to support its
Brooke Bond brand and why?
From focusing more on the functional aspects like taste and color, it has gradually shifted to
touching on important issues and addressing them, taking the storytelling route. Brooke Bond Red
Label has churned out great ads to change the perception of society .
1. Dwarfism: The brand has released its latest ad on Dwarfism for International Dwarfism Day to
spread awareness around the subject. This campaign asks people to have conversations and to
change their preconceived notions that dwarf also lead a normal life and their height is not an
obstacle like many others think.
2. Transgender: Transgender is usually not accepted by society and leads a very secluded life. The
third gender or hijras, as they are popularly called in India is often ignored and treated badly.
The brand launched India’s first Transgender band called- 6 Pack Band, featuring Hrithik
Roshan and Sonu Nigam. The campaign scored for India at Cannes.

17. 3. Prostitute It was an activation done by the brand, where a woman conversed with a sex
worker over a cup of tea. The aim of the campaign was to change the perception about call girls
being bad girls, but at the end of the day, they are also hard-working individuals just like all of
us.
4. Alzimer's: It is the story of a young man, who comes to give company to her lonely neighbor
over a cup of tea. The latter is suffering from Alzheimer’s and her son is settled abroad. The film
highlighted the plight of Alzheimer’s patients and that the biggest ailment is to forget your loved
ones.
5. Live-in Relationship: The story beautifully touched upon live-in-relationship and how the
parents of the boy, comes to term with it and accepts that their son is living with the love of his
life without getting married.
6. Hindu-Muslim: This campaign touched upon the very sensitive issue of the Hind-Muslim
divide and how a cup of tea helped normalize the situation and lessen the tension between the
two families who were neighbors.

18. 5.Using the 6M model for communication planning,
assess the effectiveness of the 6 Pack Band campaign.
1. Mission- Brooke bond red label's purpose is to make India more inclusive. We strongly believe that a
tasty cup of tea can help overcome prejudices that come in the way of bringing people together.
2. Market- People looking to make tea instantly. All people in the upper and middle class. The red label is
for those who seek to bring their family together over a cup of tea.
3. Message- A perfect concoction of emotions, feelings, and fondness amalgamated in one teacup is more
than enough to brighten up our mood any time of the day. Delivering this combination for years is
Brooke. bond red label advertising journey whose stories never failed to melt our hearts. Brooke bond’s
red label, like any other brand in the category, focused on family values and bonds created over a ‘cup of
chai’. Various reports claim that the red label’s advertising has particularly stood out for its clear and
strong messaging.
4. Media- Digital formats drove companies to create content that was able to entertain, engage, and
connect with the target audience; as such, HUL used innovative communications to tell compelling brand
stories that resonated with consumers' lives. The red label has been creating socially inclusive advertising
under the tagline 'swad apnepan ka' (taste of togetherness) since 2014. The ads highlight tea and its
ability to diffuse tension and awkward situations to bring people closer.

19. 5. Money- The tea division accounted for about 3 billion euros ($3.3 billion) of sales last year,
including the $2.3 billion business that will be separated. During the June quarter, the F&R
segment saw a 51.7 per cent revenue growth led by nutrition, tea and coffee.
6. Measurement- The goal of the brand is to bring people together from various walks of life
via tea, making India more inclusive. The brand's inclusivity mission was well received by
customers. Following the huge success of its first campaign in 2014, the brand has remained on
this path, addressing a variety of social concerns that are usually discussed .