Red Label brings "Facebookers" together over a cup of tea on Election Day

Friday, 16th May was the red letter day when the Election Commission announced the poll results for the most followed, and talked about General Elections in the recent past. Social media was abuzz with conversations about the elections.

In line with the new brand tagline for Red Label Tea, ‘ Swad Apnepan ka’ which talks about coming together over a steaming cup of Red Label Tea, a digital campaign by PHD India, from the Omnicom Media Group, brought together all Indian Facebookers on the crucial election results day. Not only did they reach 34.7 million people, but also generated more than half a million interactions with the brand in a single day.

Speaking on the campaign, Jyoti Kumar Bansal, MD, PHD India said, “We are always on the lookout to create opportunities at scale for our brands. We knew that this election results day was going to be an iconic day in the history of modern India. With the elections buzz trending on social media, we took the opportunity to bring our brand presence in those conversations. We leveraged the results day as a great tactical media moment, and using Facebook as a reach medium, we created an opportunity for Red Label to talk to the social media netizens of India, creating big brand visibility. This is a first of its kind execution providing a reach spike to the new communication of Red Label.”
 

Facebook

was the hotbed of conversations, opinions and comments around the topic of elections. The daily traffic was expected to go up phenomenally. Red Label decided to capitalize on this opportunity by taking up a multiscreen newsfeed reachblock on Facebook targeting AA 18+, to own the day and tell the brand story “Swad Apnepan Ka”.
100 per cent of Indian Facebook users (AA, 18+) who logged in to FB on D-day, were exposed to the communication on their newsfeed.
•       34.68 million unique users reached in a single day, 26 million of which was through a mobile device
•       Over 2.6 lakh engagements (likes, comments &shares)

Overall, users had a very positive association with the messaging. While most users love the tea, many were appreciative of the communication message the brand was delivering.

Red Label Tea has recently released a TVC focusing on the taste of togetherness over a cup of tea, depicting how tea brings people together.

Positive responses from users included comments like, ‘Nice idea for connecting people,’ ‘My family’s favorite tea  - Red Label,’ ‘Such ads will be pioneers of interfaith good relations.May the government take a clue & use it,’  ‘Just over a cup of tea, amazing bonding. Hope this crosses over the borders.’

Red Label had also reached 1 lakh fans on Facebook with an innovative campaign last year. The Facebook page had a dynamic cover photo of tea pouring through a leaf into a teacup, and every time a fan hit the like button the teacup was filled a little. The cup was filled and the fan community grew.

You can watch the ad here: