Having tackled tough issues such as the father-son generation gap, and inter-caste marriages through its `Jiyo Mere Lal' ad campaign, the next pressing issue that Brooke Bond now addresses is: the gender divide. The brand, which is projecting `the mother' as the key brand ambassador, tackles the issue of gender divide through the positioning platform of emotions, to develop the theme further.

The Jiyo Mere Lal campaign was launched for the first time in 1996 and since then, HLL has run two ads projecting this theme. ``The Jiyo Mere Lal campaign has tried to depict issues which symbolise the changing nature of Indian society,'' says the Hindustan Lever Ltdspokesperson.

According to the company, the phrase - Jiyo Mere Lal - was coined to advertise the brand, when market research showed that consumers had strong emotional links with Red Label.

The current ad-campaign reflects the macro family issues of urban India -- with the mother in control. The underlying theme depicts Red Label as a trusted support to the mother. It's satisfying taste helps her diffuse tensions in the family and promote happiness, harmony and togetherness. The new campaign comprising of a TVC of 40 sec, 35 sec and 10 sec duration and a print campaign is also under development. Created by Hindustan Thompson Associates, Bangalore, the film is titled `Franchise' as it centers around the elections.

The storyboard? Swaroop Sampat, who plays the mother acts as the captain of the family who works very hard to diffuse tension in the family -- in this case, it's the daughter-in-law who gets upset as father and son ridicule women's understanding of politics. Anticipating trouble, the mothergoes to make tea and creates a feeling of togetherness. The film thus shows the role of the brand in helping the mother bridge the gender divide and unite the family.

According to the company, more promotional campaigns and a number of initiatives in the area of merchandising, trade-friendly packs, and other schemes are planned for the rest of the year to firmly cement the role of Brooke Bond Red Label in the life of the Indian family.

Earlier, linking up to this campaign, Brooke Bond celebrated Mothers Day on May 9, by greeting and commending a cross-section of mothers in Delhi, Mumbai, and Bangalore. The mothers ranged from housewives to working mothers and even celebrity mothers like Rina Dhaka and Sushma Seth. Over 500 mothers in each of the three cities were paid an unannounced visit by a Brooke Bond representative who presented flowers, cards, and a sample product of the company, on Mother's Day.

Apart from this, to reiterate the brand's association with `mother', a special 10-sec TVC was aired onGemini TV, Sony and Zee Cinema; a special press ad was printed in Mumbai, Bangalore and Delhi; and a Mother's Day special and Ram Lakhan movie were sponsored on Gemini TV and Zee Cinema respectively. ``The objective of the new campaign is to increase brand salience,'' says the spokesperson. In the large 250,000 tonne branded tea market in India, Brooke Bond Red Label claims to be one of the leading brands with a national franchise.

An HLL brand, Brooke Bond is one of the world's largest recognised tea brands established in the UK in 1869. Red Label, was the first brand launched under the Brooke Bond umbrella in India. This was followed by brands like Taj Mahal tea, Super Dust 3 Roses and A1. The beverages business of HLL had a turnover of Rs 1,786 crore in 1998, with the Brooke Bond tea brands contributing a major share.