Campaign Takes Poignant Approach to Building a Bridge Between Muslims and Hindus in India

On the occasion of Ganesh Chaturthi festival in India, Hindustan Unilever’s Brooke Bond Red Label has launched “Shree Ganesh Apnepan Ka” campaign to celebrate the spirit of togetherness.

Conceptualised by Geometry Encompass, the campaign delves into deep-rooted prejudices, encouraging Indian’s to “open their minds and break the invisible wall to come together.”

The campaign spot starts with a man in an idol shop, looking for a Lord Ganesha idol. Devotees visit pandals to purchase an idol for the occasion and spend hours choosing the perfect one.


 

The shop owner, an old man, shows him different varieties of idols while giving the young man trivia on Lord Ganesha. Impressed by the old man’s knowledge, the younger man chooses the perfect idol for his home.

The moment he is about to commit to the purpose, in the distance we hear an Islamic call to prayer – as the old man puts on his skullcap revealing that he is actually a Muslim. Puzzled and uncomfortable, the young man decides to leave.

As you’ve likely guessed, all is made well with some tea.


 

“We believe in the power of ideas and storytelling to change human behavior,” said Sukrit Singh, Chief Executive Officer, Geometry Encompass. “While the medium shapes the story, it is the message that makes a difference, and here we collaborate with brands to craft messages which can change perceptions. In this campaign, we developed a simple yet an extremely touching message which breaks the uncommon ground.”

Credits

Client: Brooke Bond Red label
Agency: Geometry Encompass
Agency CEO: Sukrit Singh
Agency Lead (Managing Partner): Shankar Shinde
Executive Creative Director: Arpan Jain
Script: Madhurya Alankaar (Group Head, Creative)
Creative Team: Meenal Brahmane, Anuvrat Bhansali, Sandeep Gaur, Santosh Kunder, Ganesh Jadhav, Anamta Saltanat
Account Management: Pooja Sawant
Partner Agency – Ogilvy, Mumbai
Director: Divyanshu Singh
Production House: Little Lamb Films

 

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