Bru: Aanandam Aarambam – happiness starts with a cup of Bru

Bru, a coffee brand, partnered with India's largest OTT platform, Disney+ Hotstar, to create a branded fictional Tamil micro series and retain brand salience of coffee drinkers by communicating the importance of equality in a marriage and urging husbands to be the backbone of their wives.

The communication goal

BRU is a legacy coffee brand in South India, and for over 15 years has owned the messaging of "Aanandham Bru'vudan Aarambam = Happiness starts with Bru", by painting unique moments of a young marriage.

But in Bru's primary market - Tamil Nadu, patriarchy is deep-rooted. Women (Bru's TG aged between 24-40) are expected to walk in the shadow of their husbands, carrying household burdens without being seen as equals by their partners.

Unconsciously, most FMCG brands in India reinforce gender stereotypes, by showcasing women as the obvious choice for household chores. Being the leading coffee brand...

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