As India celebrates its 70th Republic Day, it’s time to overcome prejudices and break down barriers of racial bias across the nation. PFT’s latest digital film for Brooke Bond Red Label throws 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.
According to Pranav Chaturvedi, Associate Vice President, PFT Brands,“There is a huge responsibility attached with crafting content for campaigns that convey a social message. Our objective was to create a thought provoking narrative that will trigger a positive attitude change among consumers.”
Shiva Krishnamurthy, Vice President, Tea & Foods (HUL) said, “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.”
Associate Vice President: Pranav Chaturvedi Head of Sales: Umesh Bopche Associate Creative Director: Rajdeep Ghosh Copywriters: Rajdeep Ghosh, Arshpreet Kaur Biji & Shambhav Pande Sales Managers: Meera Ghare & Siddhi Joshi Production: Prime Focus Technologies Executive Producer: Pranav Chaturvedi Director: Albin Jaison DOP: Akhilesh Shrivastava Producer: Vishal Shetty Art Director: Mrinal Das Costume Designer: Quba Syed Hair & Makeup: Nilesh Patkar Music Director: Kim Koshie First Assistant Director: Shreya Singh Line Producer: Shiva Konar Production Manager: Aadil Khan Editor: Vikram Kale
Post Production: Prime Focus Technologies
About Prime Focus Technologies’ Brands Division PFT Brands is the creative service division of Prime Focus Technologies (PFT) – the creator of Enterprise Resource Planning (ERP) software, CLEAR™ for the Media & Entertainment (M&E) industry. PFT Brands’ roots in creative services, coupled with PFT’s technology prowess enables transformation of brands into digital content destinations that build loyalty. As a one-stop video agency, it helps brands create immersive content that resonates with viewers, and provides transformational Cloud technology to manage, distribute and monetize content in a cost-effective manner.
PFT Brands works with over 300 brands with a proven video advertising experience of over two decades and work on over 5000 media assets per month. Some of PFT Brands’ clients include Tata Sky, Future Retail, Soch, Oppo and Brooke Bond Red Label and Amazon.
