The Granny has her way in new communication for Tata Coffee Grand

08 Jan,2016

By A Correspondent


Tata Global Beverages has launched a new marketing campaign for the launch of Tata Coffee Grand, a new instant coffee mix. The company recently launched ‘Grand’ in a competitive environment, at a time when coffee consumption has started growing in non-southern markets in India.


Keeping with a core theme of innovation and disruption (from the 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 that launch a mission to ‘kill bad coffee’

– An edgy and disruptive television commercial

– Digital activation across social media platforms

– Media and PR integration and activations


Says Sushant Dash, Regional President – India, Tata Global Beverages, “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 for this campaign is fun and quirky. 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’. 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.”


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