Bru (HUL) has come out with a new campaign. The campaign, while does carry over the original concept of ‘Bru se hoti hai khushiyaan shuru‘, but a primary emphasis is on a new tagline – ‘Life is full of surprises, Discover something new over a cup of Bru‘
Watch the new ad below:
Now, as you might have observed, this campaign almost seems to be one created to indicate a transition. As if, Bru is now switching over to a new tagline about ‘Discovering something new’.
I absolutely fail to understand why this is being done. Bru had an excellent positioning in place, that of bringing in happiness. This positioning is well entrenched, and is sufficiently global in nature to allow the brand to expand. After all, happiness is here to stay right?
Even the ad quality does not match up to what Bru has been presenting. The earlier ads were about the sweet little things in life depicting innocence and happiness. The current ad, while aims to do something similar, fails to achieve a similar connect.
See the linke below of the previous ads of bru and you will yourself realize the difference:
(apologies for the first two links being in regional languages, couldn’t find Hindi versions online. It is another hallmark of the ads that even without language, they are easy to understand and connect with)
I believe that the quality in the new ad has a marked downturn from the old ones. But even that can be overlooked. One ad here and there can be off-colour. What baffles me more is the apparent change in positioning. Why would anyone want to change its well set positioning (One which allowed them to lock horns with an established player like Nescafe)
Let’s wait and see how this campaign develops.