For Brooke Bond Red Label, TSBI tapped into IPL’s high-energy cultural moment to create a campaign that encouraged couples to connect, laugh, and bond over playful differences. The campaign reframed everyday couple clashes as opportunities for connection — through a high-reach digital film, an interactive Test Your Bond experience, and immersive retail activations, moving from screens to shelves.
The Challenge
Red Label wanted to stay relevant during the IPL season while remaining true to its core promise of togetherness. The campaign needed to go beyond regular cricket-led communication and create a more emotional, participative experience for couples.
The Idea
IPL often brings playful disagreements at home — different teams, different opinions, fun debates between couples. We turned this cultural tension into a bonding moment: like a perfectly brewed cup of tea, strong relationships are made with love, patience, and understanding.
The Experience
A gamified couple experience where users could enter a room code, answer fun questions together, and discover how strong their bond was.
- High-reach digital film
- Couple-based gamified web experience
- Room-code based participation
- Fun relationship questions
- Retail “How Strong Is Your Bond?” activation
- Campaign creatives and adaptations
Impact
Why It Worked
The campaign connected a mass cultural moment with a human relationship insight. Instead of only placing the brand around IPL, TSBI used the season’s emotional energy to create a meaningful interaction between couples — making Red Label part of their bonding story.