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Tata Coffee Grand launches with a rapper Granny!

Conceptualised by Mullen Lintas, the extensive 360-degree campaign is aimed at disrupting the coffee category

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Tata Coffee Grand launches with a rapper Granny!

Tata Coffee Grand launches with a rapper Granny!

Conceptualised by Mullen Lintas, the extensive 360-degree campaign is aimed at disrupting the coffee category

BestMediaInfo Bureau | Mumbai | January 13, 2016

Tata-Coffee Click on the image to watch the TVC.

Tata Global Beverages, well-known for its memorable advertising campaigns like Jaago Re, has launched a new marketing campaign for the launch of Tata Coffee Grand, a new instant coffee. 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.

Keeping with the core theme of innovation and disruption, from product and packaging to communication, the brand campaign includes a marketing mix consisting of a 360-degree virtual reality tour of Tata Coffee plantations in South India. Viewed on social media or on Google Cardboard via mobile, a series of disruptive web films to 'kill bad coffee', an edgy, disruptive and young-at-heart television commercial, a digital activation across social media platforms and media and PR integration and activations.

At the heart of the communication mix is 'The Granny - The Agent of Change'. The Tata Coffee Grand Granny is the ultimate authority on good coffee. This south Indian coffee veteran is respected by everyone and her views matter. Her wisdom and experience is what make her a granny, but at heart she is young. She is outspoken, highly opinionated and animated in her dissent of things if they aren't the way they should be. She's a trendsetter who is sure to connect with audiences of all ages thanks to her 'swag' and the way she communicates: rap music!

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 television commercial for this campaign is fun and quirky and sure to keep the audience hooked. It 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'.

Shriram Iyer Shriram Iyer

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 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.”

Web film

Other than the TVC, there is a virtual reality film which is a first of its kind 360-degree tour of the Tata Coffee plantation in South India. This is the first time a brand in the category has used this approach to content, which will be used to showcase the origins of Tata Coffee to a variety of stakeholders.

The web series is a three-part compilation aimed at generating intrigue and curiosity about The Granny before the TVC launches. Who she is? Why she is dressed this way? How she is a rapper? And most importantly, why is she slapping coffee cups out of people's hands?

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."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Mullen Lintas

TVC:

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

Account Management: Kishore Subramanian, Pritish Wesley, Savio Fernandes

Planning: Ekta Relan

Web Films:

Agency: Rediffusion/Edelman

Creative Director: Ashutosh Munshi

Associate Creative Director: Manav Parekh, Amanda Mooney

Account Management: Vedant Varma, Jehan Madan, Nupur Abrol

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