Ogilvy India creates a unique Red Label Tea for trash machines at the Kumbh Mela

Kumbh.jpgBrooke Bond Red Label (BBRL) has always encouraged the spirit of togetherness and inclusiveness over a cup of tea. Taking a step ahead, for the first time, BBRL brings people together to support a noble cause of safe disposal of waste at the Kumbh Mela.

The Kumbh Mela is the largest human gathering on earth as it receives a footfall of over 15 crore pilgrims. It is estimated that every year, more than 200 tonnes of garbage is generated at the Kumbh Mela. Most of this waste does not end up in dustbins and poses various health risks.
Kumbh2.jpgBBRL has set up a first-of-its-kind innovative tea vending machines across the Kumbh Mela to encourage people to dispose of waste safely. The innovative devices double up as dustbins and have a built-in sensor. Every time a pilgrim disposes garbage, the sensor gets activated and releases a warm, delicious cup of tea from the tea vending slot. Thus, while maintaining cleanliness, Brooke Bond Red Label tea vending machines also reward pilgrims with a warm cup of tea that helps beat the cold of Kumbh.

Through this activation, the brand aims to inculcate the habit of safe disposal of waste and gives pilgrims an opportunity to respect and protect the environment.
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