TJ’s
Brew Works is a microbrewery in Pune. To bring alive and market the
appeal of this microbrewery to its audience, we used a fundamental
premise of beer drinking being an extremely social activity. It was
important that the campaign thought leveraged the social aspects of beer
drinking. The term brew is so versatile that it refers to our unique
brand of handcrafted beer and also gives us the leading phrase – “What’s
brewing?” As a phrase it, immediately invites conversation, teases and
prompts interesting responses and goads people into revealing bits about
their lives. All of which is best done over a beer. Therefore, Brew
Works is not just a place that brews beer…but much, much more!
