Ogilvy and Red Label Pit Moms Against The Internet in War for Attention and Laughs

Leading up to Mother's Day, Ogilvy Mumbai and Brooke Bond Red Label have launched something truly special. A series of unskippable 5 seconder pre-rolls, where moms talk to their ever-online kids.

Harshad Rajadhyaksha, ECD, "Ogilvy Mumbai told us about the thinking behind this work: The campaign is not born out of any duration restriction. It is born out of a very pertinent insight - The only way your mom can get your attention these days is if she appears in an un-skippable format".

Kainaz Karmakar, ECD, "Ogilvy Mumbai elaborated on the execution: In each of these commercials the mother makes a sharp point about losing the time of her children to their obsession with the internet. The beauty is, she uses the Internet to make this point".

Abhik Santara, EVP, Ogilvy Mumbai: "Red Label Tea believes in being present on every relevant occasion and tell consumers in as many ways as possible that togetherness is just a cup of tea away".