Wake up call from Kopiko’s new TVC

01 Jun,2017

 

 

Inbisco India is back on television with a new TVC for its premium and popular coffee candy – Kopiko, a hard-boiled candy with a coffee extract.  In the TVC, the brand introduces Durgesh, ayoung man from a small town, who promotes Kopiko’s mantra – ‘JaageRaho, AageRaho’.

 

Conceptualised by Leo Burnett, the TVC begins with Durgesh praying while holding a self-help motivational book in his hand. Speaking on Kopiko, Achyut 4Kasireddy, Managing Director of India and Indian Sub-continent, Inbisco India said: “Kopikois the first candy with real coffee extracts that gives the unique experience of ‘real coffee’ anytime and anywhere. The new TVC highlights Kopiko’s proposition as a candy that helps recharge energies and stay alert, because of its real coffee extracts.”

 

Speaking on the TVC, Sanju Menon, Senior Vice President, Leo Burnett India said: “The confectionary category in India is very cluttered and the challenge to regain top spot in the category was quite daunting. As we understood the product deeper, the solution became quite apparent – to create a narrative that is derived from the product itself and not a mere piece of entertaining content. The story of Durgesh is something experienced by many. Making the story relevant and humorous will surely help us achieve our objectives. “

 

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