Hindustan Unilever (HUL) is the country’s largest consumer goods company approached Prime Focus Technologies (PFT) with the brief to create a brand film that identified how the taste of tea could help overcome a deep-rooted socio-cultural barrier. As a core member (and a vocal advocate of changing preconceived notions!) of PFT’s content studio, responsible for conceptualising and executing 360-degree turnkey creative solutions for brands, I was appointed with the task of ideation and copywriting.
Being a woman, I could relate to the impact of stereotypes and hence I took this opportunity to bring forward the more neglected lot in India- the dwarf community. Using the hashtag. #unstereotype, the story aims to initiate conversations, making the world a more welcoming place- one cup of tea at a time.
This film, released on International Dwarfism Awareness Day, October 25, in association with Brooke Bond Red Label tea, amassed one million views on the first day of its launch.