Tata Coffee Grand looks to rap its way to differentiate offering

Tata Global Beverages has launched a campaign for the launch of Tata Coffee Grand, an instant coffee rolled out in November 2015. The campaign conceptualised by Mullen Lintas includes a TVC.

 

The film opens with a music band packing up. An old lady, in a mix of traditional attire and hip-hop apparel, starts to rap about the coffee. As she raps about ‘Coffee, the way it should be’, the band members join in. The brief song and dance that ensues sees features of the product being highlighted.

 

The film is currently on air in Hindi, Tamil, Telugu and Kannada.  

 

Sushant Dash, regional president - India, Tata Global Beverages, said, “We are excited to launch Tata Coffee Grand at a time when coffee consumption is poised to grow significantly in the country. We are launching an innovative product and in keeping with this, we decided on a marketing mix that is different and disruptive. This is a refreshing take using compelling storytelling that speaks to both existing coffee drinkers, as well as young, curious prospective consumers who are looking for a new beverage of choice. With this campaign, TGBL looks to challenge the category codes in a way that is uniquely Tata Coffee Grand.”

 

Shriram Iyer, NCD, Mullen Lintas, added, “With the launch of a new product in one of the oldest categories in the country but one that’s just beginning to see a surge in growth, came along an opportunity to do something really unique and interesting. We’ve tried to break away from the monotony of conventional advertising on coffee by enlisting the help of a South Indian grandmother who’s anything but traditional. Decked in hip hop gear and bling, through an integrated 360-degree campaign, she teaches consumers on what it takes to make great coffee and to stop drinking what has now begin to pass for coffee, by rapping it.”

 

The brand has also rolled out a virtual reality film, which offers a 360-degree tour of the Tata Coffee plantation in South India. This film was conceptualised by Rediffusion/Edelman. 

 

Credits

 

Client: Tata Global Beverages

Agency: Mullen Lintas

Creative team: Amer Jaleel, Shriram Iyer, Garima Khandelwal, Satish Sethumadhavan.

Account management: Kishore Subramanian, Pritish Wesley, Savio Fernandes.

Planning: Ekta Relan