BRU: Aanandam Aarambam – happiness starts with a Cup of Bru

South Indian coffee brand Bru created a campaign to build salience, retain top of mind awareness and assert new brand values.

Campaign details

Brand: BRUAgency: Mindshare IndiaRegion: APAC

Strategy

Objective:

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", through unique moments in the journey of a young marriage.

In South India, most people wake up to the smell of coffee brewing in their kitchens, and in most homes people's first choice is Bru! But, in the primary market of Tamil Nadu where Bru has thrived, there exists a grave problem. In a deeply patriarchal society of South...

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