Lowe Lintas celebrates Pongal with Tata Coffee Grand

14 Jan,2022

By Our Staff


Tata Coffee Grand, the coffee brand from the house of Tata Consumer Products, has released a festive film celebrating the various sounds that reflect the unique spirit of Pongal with the ‘Sounds of Tamil Nadu campaign’.  It celebrates the unique sounds of the harvest festivity this Pongal along with its ‘Shik Shik Shik’ campaign


Talking about the film, Puneet Das, President – Packaged Beverages (India and South Asia), Tata Consumer Products said: “Our campaign of Tata Coffee Grand launched last year, synonymizes the word ‘Coffee’ with the sound i.e. Shik-Shik-Shik – which represents the sound heard when the Tata Coffee Grand jar or pack is shaken! We have gone a step ahead this year and have extended the ‘shik shik shik’ proposition to the sound of the Pongal festivities, to capture the excitement of the festival along with the emotions of drinking coffee. These festivities are not just reflected in the visuals but also in the unique sounds that reverberate throughout the harvest season. In highlighting this, we are happy to launch our new film which doubles up as a feast to the senses and has a distinct sound design that celebrates the festive taste of Tamil Nadu”.


Commenting on the campaign idea, Sonali Khanna, Executive Director and Branch Head, Lowe Lintas South added: “Pongal is a festival that the people of Tamil Nadu hold very close to their hearts, resulting in a joyous tapestry of celebratory sights and sounds. What’s striking is that many of the authentic sounds of Pongal are expressed as triplets. This is exactly the same aural mnemonic we have used to bring our product USP to life: the ‘Shik Shik Shik’ of the packet representing the Tata Coffee Grand crystals. The wonderful interplay of musical triplets, the rich festive hues, and the catchy sound of the pack, all come together seamlessly. To create a film that is as aurally arresting as it is visually resplendent.”


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