Bru wins RMAI Awards for home-to-home rural activation
HUL's coffee brand Bru, bagged 2 gold awards at the third edition of the Rural Marketing Association of India (RMAI) Awards.
The brand won two gold awards for its instant coffee connect campaign. One, in the category of Best Innovative Rural Marketing Initiative and another for Innovative Communication. The winning campaign was conducted across Karnataka and Andhra Pradesh with the main aim of increasing penetration of Bru instant coffee.
The campaign was activated through a promoter going home-to-home with a body mounted DVD player and showing AV of beverages to homemakers. After showing the AV, simple questions based on the AV were asked and a Bru Instant coffee sachet sample was given, thus completing the process of awareness, interest & trial. Through this activity, 2.4 million households have been contacted in 2010.
Rural Marketing Association of India was formed in March 2005 and aims to promote, improve, develop and further the cause of rural marketing in India.
Hindustan Unilever Limited,
B. D. Sawant Marg,
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Mumbai - 400 099.
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