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Brazilian media powerhouse Globo arrives at Mipcom with “To Love is to Care,” its latest primetime telenovela by lauded author Walcyr Carrasco. The melodrama stars a roster of some of Brazil’s biggest screen stars,
including Chay Suede, Letícia Colin, Tony Ramos and Antônio Fagundes. The market marks Globo’s introduction of the telenovela to the international market following a successful run in its home country.
“To Love Is to Care” is created and written by veteran Carrasco, an Emmy winner for his hit series “Hidden Truths.” Carrasco created the novela with Claudia Souto, with renowned director Amora Mautner taking over the artistic direction.
The story follows the transformation of Adriana (Colin), a woman shattered by a terrible murder and who discovers the strength to start over, driven by an unquenchable thirst for justice. The story gathers all the classic elements of a successful telenovela: passion, revenge, and a major whodunnit arc. The novela also joins two of Brazil’s most popular actors as a majorly successful romantic pairing, with Colin’s Adriana falling in love with Chay Suede’s idealist lawyer Pedro.
In a statement, Carrasco said the original idea for the story came from a personal experience. Two years ago, he broke a leg and faced a long recovery process that allowed him to realize the importance of “care, empathy, and human connection.” “I realized how the act of caring transforms both the caregiver and the person being cared for,” he noted. “That experience left a deep impression on me and sparked a desire to tell a story set in that world, one that speaks of solidarity, resilience, and affection.”
Angela Colla, head of international business at Globo, says “To Love is to Care” is one of its “Super Dramas” at Mipcom. These are titles that represent “the best of the Brazilian telenovela tradition combined with Globo’s production excellence.”
“They are stories that stir emotions, spark conversations across generations, and forge deep connections with audiences that extend far beyond the individual episodes,” adds Colla, who says “To Love Is to Care” brings together all these essential elements: “A strong female lead, a sweeping love story, a compelling mystery that hooks the audience, and universal themes that transcend borders.”
“It is a project of immense technical and artistic scale, impressing right from the premiere with striking sequences, such as the flood scene, which mobilized a production team of 270 professionals,” she goes on. “It is the kind of story with high potential to engage viewers anywhere in the world.”
The strength of “To Love Is to Care” can already be observed in its performance in Brazil. In its first 12 weeks, the telenovela reached over 119 million Brazilians. Digital engagement mirrored this success: the hashtag #QuemAmaCuida (“To Love is to Care” in its original title) spent over 13 hours among Worldwide Trending Topics and 97 hours in Brazil’s Trending Topics, while interest in the storyline generated more than 139,000 Google searches since its premiere.
Colla says the reception from Brazilian audiences confirms “that people continue to look for strong, well-told stories.” “‘To Love Is to Care’ delivered an impactful first chapter that won over the audience from the beginning and has maintained a high level of engagement throughout the plot,” she emphasizes. “The narrative structure brings universal elements that work in different markets: a determined girl who goes after what she wants, a great love story, and the classic mystery of ‘who killed?’”
“This combination of technical excellence and emotional engagement leaves us very excited and confident that the reception in the international market will also be very positive,” she adds, referring to its upcoming experience Super Dramas at Mipcom, where “To Love Is to Care,” “Anything Goes” and Three Graces” proved early highlights at a Globo Showcase held Sunday evening in Cannes .
