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!