Red Label - Chai se badkar kuch nahi

Chai - The drink India can't live without
As we know,Indians and tea have a unique connection. It is not just a drink for us, but a ritual, a celebration and even a diversion from the regular mundane affairs and it is that inalienable part of our lives that most of us cannot do without. Tea or chai is loved through length and breadth of India and is among the most popular drinks today in our country. In my opinion,being innately Indian is synonymous with starting the day with a steaming cup of Tea[Chai in Hindi], it is our love for tea that binds us unequivocally as a nation, no matter what our differences may be. It is one ritual that truly symbolises unity in diversity, and one common language that transcends regional distinctiveness. Tea is a constant in our lives and that is why tea is celebrated so much in India.
And Broke bond Red label tea being one of the oldest and established brands with its trustworthiness and service to the Indians,the main motive was ,to make the audience in India and throughout the world, embrace the legacy of the beverage which unites every Indian around the world no matter what.
The methodology of this campaign was to intentionally indulge the usage of already renowned memes on the digital medias to make the target audience easily connect with it in a light hearted manner. The main reason behind the usage of memes was, none of the older campaigns of red label nor its competitors had a soft and humourous pitch for Tea till date,thereby thought of exploring the method of approach and following a bit of humourous and informal path for the audiences to absorb easily.