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2-min video: K Ramakrishnan on Cafe Coffee Day’s digital bet

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2-min video: K Ramakrishnan on Cafe Coffee Day’s digital bet

Holding meetings with a cup of the best flavours, interviewing potential candidates, having a candid chat with best buddies, taking a break from office and celebrating moments with loved ones – A lot can happen over coffee indeed.

India has been a nation of tea drinkers for centuries, but in the recent past coffee has become a lifestyle. In a country where sharing a drink and dating is a social taboo, coffee has promoted the culture of sharing a drink and expressing love. It has changed the way Indians socialise.

The youth can’t have a better time than sitting on a chair with a book in hand and sipping coffee at the favourite cafe. Brands are also utilising the trend of book-reading sessions, blog sessions, debates and jamming sessions at the cafes.

Café Coffee Day (CCD) is a part of India's largest coffee conglomerate, Amalgamated Bean Coffee Trading Company (ABCTCL), the first to bring out the ‘coffee bar’ concept in India with its first café in Bangalore.

Rolling out the first-ever TVC in its 16-year existence, the brand urged youngsters to ‘Sit down’ for love and peace, to make friends and tweet and to read and dream in a world when they are always asked to stand up for various things.

According to K Ramakrishnan, President Marketing, Cafe Coffee Day, youth is the main focus of the brand and it plans to target them through the digital space. CCD wants to reinvent the space and expand to almost 2,000 outlets by mid 2015.

Ramakrishnan elaborates on the expansion plans of CCD in 2013 and the special focus areas for the brand. He also shares his views on competition from global giant Starbucks. To know more, watch the video

The story has been compiled by Twishy & Abid Hasan

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