Background: Bru has been a popular South Indian brand for more than 40 years. But in Northern India and with coffee connoisseurs the story was different. Bru was considered as a non-premium and a ‘not-for-me’ brand. On the other hand, Nescafe enjoyed premium perceptions with North Indians and coffee connoisseurs. So when Bru decided to challenge Nescafe’s position in North India, they decided to launch a premium range of exotic origin based coffees.

Task: To change the current impression about BRU and establish coffee expertise by launching a premium range of coffees. In a nutshell, drive imagery of the brand through a premium offering.The big idea: Experience the finest and most exotic coffees from around the world in the comfort of your home.Strategy: Introducing international, exotic coffees from the best coffee cultivating countries - a first-of-its-kind offering in India.

Leverage the first mover advantage in communication.

We brought alive the experiences of the ‘country of origin’ in various touch points in different ways.

The campaign was launched with a Film using the popular Bollywood star, Shahid Kapoor, along with Brazilian coffee farmers to build the idea of ‘origin coffee’.In print, the idea was brought alive by illustrating the coffee making process and cultural nuances of each coffee producing country.

PR helped to the build momentum to the campaign by leveraging on the popularity of the celebrities.

The digital leg of the campaign provided a platform for consumers to interact with the brand and sample the coffee. Thus giving them a unique coffee drinking experience that they would love to share with the world.

Post the digital activity:Number of people interactions with the app - 13,005New Fans joined us - 34,119 (It had taken 7 months to reach 25, 000 fans) Number of people sharing videos, pictures and comments on their profile page - 5,761Increase in average user interaction - 145%In a span of just 6 months:Volume of coffee sold - 8 tonsRealised Value - US$602,572Gained Market Share - 2.5%