HLL pushes Bru in Pune

Bru has announced its promotional offer, 'An Evening to Remember', in the Pune market that will offer dinners to select customers at the city's five-star hotels.

The flagship coffee brand of Hindustan Lever Limited (HLL) enjoys about 45 per cent share in the country's coffee market and the company has undertaken an effort to enhance its presence in the four southern states and Maharashtra where Bru is already quite strong.

HLL has been using the 'Treasure of Happiness' umbrella theme for promoting Bru but 'an evening to remember' is offered only in the Pune market, Herjit Bhalla, senior brand manager, told mediapersons.

"We did the promotion earlier this year in Pune and the response was big enough to think of a repeat in a short time of six months," he added.

The promotion needs a customer to buy a pack of Bru Instant (50g, 100g or 200g), reveal the scratch on the packet and register himself as eligible for the opportunity.

Bhalla said the company had been in the process of streamlining its sub brands range under Bru and now has Bru Instant as the flagship, with Bru Green Label and Bru Malabar in the roast and ground category. The three have different mix of coffee and chikory to suit various tastebuds.

The company has also recently introduced the cappuccino category in three flavours - creme, cinnamon and mocha.

"The cappuccino variants will be marketed only in 11-gram pouches which will be a single serve option," he said.

The company is looking at sales substantial enough to see about 150 winners emerge in the three-month long promotion, Bhalla said.

He, however, did not indicate the additional volumes the company was aiming to garner.

"This time around, we have planned 'live' hoardings to promote the offer wherein models will be seen eating meals in five star ambience," he said.