Successful purpose-driven marketing goes beyond mere communication of a message; it must make an emotional connection with the consumer. This is particularly valuable in a fully penetrated market. In India, Brooke Bond Red Label tea, part of the Hindustan Unilever (HUL) stable, was first launched over a century ago. Unilever has long professed a commitment to building a more equitable and inclusive society, and HUL has moved to make this a pillar of its brand marketing, focusing on communal harmony, gender parity and social inclusion.