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...

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