Campaign: Pour more into relationships
Brand: Bru Gold
Company: Hindustan Unilever
Agency: Ogilvy & Mather
The Campaign
The television commercial opens on Bollywood hearththrob Sidharth Malhotra playing darts when actor Anushka Sharma saunters in. ?Coffee?? he asks, to which Anushka nonchalantly says ?yes? and walks on. He stops her and requests her to make the coffee. She enters the kitchen to find the Bru Gold coffee jar placed on the top shelf beyond her reach and calls out to him to fetch it. He reaches out to the jar, then has second thoughts and instead lifts her up so that she herself is now able to pick up the jar. As he places her back on her feet, he casually remarks ?heavy? to which she retorts ?You can?t pick up??. Sidharth now pretends it was the coffee that he was referring to. The next shot is of them happily sipping coffee when Anushka suddenly tells him, ?You placed the coffee jar on the top jar deliberately, didn?t you??. The ad ends with the voice-over saying, ?Tasty Bru Gold ka waqt nikaliye aur rishton mein swad gholiye (take out time for Bru-Gold and add a spark to your relationships).
Our Take
A recent report on the top ten professions which gulp down endless cups of coffee lists journalists, police officers and teachers at the top. While these people may be drinking coffee to handle work pressures, meet stiff deadlines and keep the adrenaline flowing, there are many for whom coffee is a conversation starter or perhaps even something which helps smoothen out the rough edges in a relationship. With coffee fast catching on as a social drink in India, Bru?s philosophy of ?conversations over a cup of coffee help us to enrich those relationships that matter most to us? makes the brand relevant in today?s context. And getting one of the hottest pairs from Bollywood to endorse the brand gets it noticed by the youth who consider it cool to drink coffee. The storyline is therefore apt for the target audience ? a segment that is rushed for time, has multiple goals and commitments but would like to invest that extra time and attention on things and people that matter. And coffee plays cupid here, as the tagline succinctly says it. Thus Bru Gold?s new campaign is all about creating a moment to strengthen close relationships. Anushka Sharma has been the brand ambassador for Bru for quite a long time and has been paired with Imran Khan in previous Bru commercials. The brand was earlier represented by another on-screen couple Shahid Kapoor and Priyanka Chopra. Each of these campaigns stressed on relationships and the latest one continues with that thought. .
?Banasree Purkayastha