Brooke Bond wanted to celebrate historical festival Vaisakhi alongside Canada’s South Asian community, particularly Sikhs and Punjabis. The all-day harvest and New Year holiday is often celebrated with music, festive clothing, dancing and tea. Focusing only on the cultural (not religious) aspects of the holiday, the outdoor ads present Brooke Bond tea bags as a part of the celebration, using tea grains to illustrate musicians and dancers taking part in Vaisakhi.