CRIC

Levista Coffee marks Chennai Super Kings partnership with new campaign

The 'Divided by taste, united by Levista' campaign focuses on uniting family & friends over a cup of coffee to cheer for CSK

e4m by exchange4media Staff
Updated: Sep 21, 2020 6:59 PM
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In a first of its kind partnership Levista Coffee has partnered as the Official Licensed Coffee Partners’ for Chennai Super Kings (CSK). To kick-start this partnership, the brand has launched a new campaign ‘Divided by taste, united by Levista’.  With this campaign, Levista Coffee aspires/ endeavours to leverage the strong fan base of CSK binding the emotions of being an ardent CSK/ cricket lover coupled with a cup of Levista’s aromatic and delicious coffee.  Crafted mainly for the Tamil Nadu market, the TVCs will be broadcasted across GECs, News Channels as well as on the Digital Media properties such as YouTube and Facebook among others.

 The campaign goes live with a series of TVC ads that showcase an intrinsic message of uniting family and friends over a cup of Levista coffee as they revel in the action packed/ high octane fan fervour of Chennai Super Kings matches. The TVCs showcase the transcending fan base of Chennai Super Kings and Levista Coffee in three interesting scenarios.The first TVC depicts a new bride in the family who is extremely excited watching the game while the other family members remain “civil” however it is a cup of Levista Coffee which gets the entire family to celebrate together and rejoice.

The next TVC showcases a group of men watching a CSK match when the house owner restrains them; the owner gets refreshed after he is offered a cup of Levista and joins in for the celebrations. The third TVC witnesses a working woman on a video call in the WFH mode who gets annoyed when her partner expresses his excitement watching a CSK match. After a cuppa, she joins in the celebrations as well. Levista Coffee has created an original dubstep for this cricketing season that complements the celebratory sentiment of a happy consumer. Levista Coffee looks forward to this dubstep becoming an ‘instant hit’ among CSK fans just as the brand’s ‘instant coffee’ is a hit among its ardent consumers.

The brand has also planned various exciting consumer initiatives and contests across digital and radio platforms to engage IPL viewers through contests, trivia, and more. These engagements will enable them to enjoy the much-awaited action taking place on the field with the same excitement as previous years from the safety of their home. The brand has further launched a special limited edition ‘Combo Pack’ in its instant coffee range as well as other collector’s worth package with limited edition Thala MS Dhoni and CSK team coffee mug and a Levista Coffee 100 gms coffee, a coveted keepsake for both coffee and cricket fans. Follow Facebook and Instagram pages of Levista Coffee to stay updated on contests, giveaways, and the latest happenings around Dream 11 IPL 2020.

Speaking on the launch of the TVCs, Mr S. Shriram, Vice President – Marketing and Sales, Levista Coffee said, “We are very excited to launch this campaign with the three TVCs which eulogise the essence of watching a CSK match. The video series is conceptualised to remain eternal and timeless, just as CSK’s legacy remains so. IPL is not just a sporting event but a complete family entertainment while, CSK is an emotion which brings together family and friends to view while enjoying a cup of delectable Levista coffee. Coffee and Cricket, both refresh the mind and body. It will bring people together to enjoy and be entertained. Our combo packs with a special CSK coffee mug will further add to the safe, in-home coffee experiences for consumers as they sit back and revel in the IPL excitement this season.”

 Levista Coffee is headed towards achieving an annual turnover of Rs. 100 crores by FY 21-22 and the company believes that their tie-up with Chennai Super Kings will add incredible value in their path towards this notable top-line which will get them to achieve a 5% market share in the Instant coffee market in India.

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