Categories Name : Marketing Strategy

Sub-Category : Gender Equity

Entry Name (Campaign) : Aanandam Aarambam - Happiness starts with Bru

Results

Being the market leader in Tamil Nadu with over 90% market share, the goal for Bru was not to build brand awareness, but to strengthen the brand salience and spread news on Bru’s new stance in an everchanging world. Even though the legacy brand Bru has a stronghold in Tamil Nadu, challenger brands Levista is growing at an unprecedented rate. Hence it becomes vital for Bru to retain ‘Top Of Mind’ by relating to their TG personally, and take on a purpose they believed in which was equal gender roles. Using the power of micro-series on OTTs, and the chatbot capabilities, garnered massive traction in the Tamil market. - 17 Million+ Views on Hotstar. - 3 Million+ couple interactions on the Chatbot. - 1.3+ Cr worth organic Entertainment PR generated in Tamil Nadu. - 8 Awards across categories in MADDYS (Madras Advertising Club Awards) - 1200 Basis points increase in Top Of Mind Awareness. - 1900 Basis points increase in Consideration amongst Tamil Nadu audience. For a brand that has always stood for “Happiness starts with Bru”, we showed that in a successful marriage, couples share equal responsibilities, and “Happiness actually starts with TWO’.