Tata Global Beverages has launched a new marketing campaign for the launch of Tata Coffee Grand. The company recently launched ‘Grand’ in a competitive environment, at a time when coffee consumption has started growing in non-southern markets in India.
The brand campaign includes a marketing mix consisting of a 360 degree virtual reality tour of Tata Coffee Plantations in South India, a series of disruptive web films that launch a mission to ‘kill bad coffee’, A television commercial, digital activation across social media platforms and
media and PR integration and activations.
At the heart of this communication mix is The Granny- The Agent of Change! The Tata Coffee Grand Granny is the ultimate authority on good coffee.
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.”
The new television commercial features the Granny dressed in a mix of traditional south Indian attire and western hip-hop apparel. With her sunglasses and bling, she takes on a bunch of youngsters in a style no less than that of a showstopper. In her signature style she raps about ‘coffee, the way it should be’. Conceptualized by Mullen Lintas, the campaign will be supported by an extensive social media plan and media integrations. The advertisement will be aired in Hindi, Tamil and other languages.
Shriram Iyer, National Creative Director, Mullen Lintas, said, “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.”
Watch the TVC here:
• Creative – Amer Jaleel, Shriram Iyer, Garima Khandelwal and Satish Sethumadhavan.
• Account management – Kishore Subramanian, Pritish Wesley and Savio Fernandes.
• Planning – Ekta Relan
The virtual reality film is a 360-degree tour of the Tata Coffee plantation in South India. The web series is a three-part compilation aimed at generating intrigue and curiosity about The Granny, before the TVC launches.
The web films, the digital activation and PR integration have been conceptualized and executed by Rediffusion/Edelman. Speaking about the campaign, Ashutosh Munshi, Director - Creative and Content for India, Rediffusion/Edelman, said, "There's a clear creative model the category follows. We wanted to do something very different. We started with an experience that speaks for itself, a virtual reality tour of freshness homegrown. After this, the superiority of Tata Coffee Grand is shown not with a smell, a brew, a sip, a smile... but instead with a badass Granny who, with a single slap or a rap can kill anything substandard, especially bad coffee."
• Creative Director - Ashutosh Munshi
• Associate Creative Director - Manav Parekh, Amanda Mooney
• Account Management: Vedant Varma, Jehan Madan, Nupur Abrol