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KOPIKO'S new TVC gives young India a new mantra, 'JaageRaho, AageRaho'

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KOPIKO'S new TVC gives young India a new mantra, 'JaageRaho, AageRaho'

Inbisco India brings out a new TVC for its premium coffee candy, KOPIKO. In the TVC, the brand introduces Durgesh, an endearing young man hailing from a small town. He is ambitious, highly motivated and has dreams to make it big. He is the star of the commercial, promoting KOPIKO’S mantra, ‘JaageRaho, AageRaho’ The TVC shows Durgesh stopping at nothing to achieve his goal. But a 24X7 always-on-the-job approach comes with its share of challenges. However, KOPIKO is his dependable pocket-sized saviour that keeps him up and ahead in life especially during moments of need.

The TVC begins with Durgesh praying while holding a self-help motivational book in his hand. He is seeking blessings from successful and inspirational leaders from around the world. He does all this with just one goal in mind—to learn and win. In the next sequence, we see Durgesh in his boss’ cabin, being scolded and yelled at. However, this does not deter him; it only inspires him to work harder.

We see Durgesh’s female colleague, Prerna, trying to get his attention, but he shuts himself from everything that distracts him from his goal.We see him burning the midnight oil alone in office even as others have left for home, working with dedication. However, when the time arrives for Durgesh to prove himself in front of his boss and other international colleagues, he is seen dozing off. All the hard work and dedication that he put into this presentation is about to vanish in one moment when his biggest enemy, an ‘untimely snooze’, decides to show up.

Enraged, Durgesh’s boss shouts at him, as we see KOPIKO coming to his rescue. After popping Kopiko, Durgesh wakes up with vigour and enthusiasm. This is the turning point of the TVC as we see Durgesh redeeming himself with this newfound energy. He stands up confidently in front of everyone in the conference room and makes a smart statement that is received with applause by his boss and colleagues. The TVC ends with the message ‘JaageRaho, AageRaho’ as Durgesh is seen enjoying his moment with pride and joy.

Speaking on KOPIKO, AchyutKasireddy, Managing Director of India and Indian Sub-continent, Inbisco India, said, “KOPIKO is the first candy with real coffee extracts that gives the unique experience of ‘real coffee’ anytime and anywhere. It is a smooth, creamy, mini cappuccino treat that is not just wonderful to taste, but also helps you stay alert. The new TVC highlights KOPIKO’s proposition as a candy that helps recharge energy and stay alert, because of its real coffee extracts.”

Elaborating further on the TVC, he said, “The character, Durgesh Singh, created for this TVC, has been crafted keeping our target consumers in mind. A lot of people who love and consume KOPIKO are college students, first-time jobholders who have just started their careers and have dreams of making it big. Like Durgesh, many fall prey to untimely snoozes, which are inevitable with all the effort one has put into a day’s work. That is why we have come up with the exciting communication proposition JaageRaho, AageRaho (Stay Awake, Stay Ahead). For everyone who needs a little something extra to keep him or her going, KOPIKO is the solution. It’s made from real coffee and will help to keep snooze at bay.”


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