Tata Coffee Grand draws parallel between sound and emotion in latest ad


Tata Coffee Grand’s ad campaign aims to create a new language for coffee – Shik-Shik-Shik that evokes emotions and excitement amongst consumers

Tata Coffee Grand has unveiled a campaign that aims to create a new language for coffee – Shik-Shik-Shik that evokes emotions and excitement amongst consumers. The campaign “synonymises” the word ‘Coffee’ with the sound of coffee that is created by shaking the coffee pack.

The TVC depicts the southern part of India and builds an emotion around coffee moments. It is conceptualised by Lowe Lintas and draws a parallel between sound and emotion, Coffee is a word but Shik-Shik-Shik is an emotion.

The film opens on an early morning in a radio station where the Radio Jockey calls for a Shik-Shik-Shik and the audience is introduced to Tata Coffee Grand. She then takes us on a journey of how Shik-Shik-Shik is echoing in South India to relish the taste, the flavour and the decoction crystals that is exclusive to Tata Coffee Grand.

The campaign is live on TV in Tamil Nadu, Karnataka and Andhra Pradesh, showcasing Tata Coffee Grand as a differentiated product which is driven by innovation and consumer centricity.

Puneet Das, Senior Vice President – Marketing, Beverages – India, Tata Consumer Products, “Through this campaign, we have built the proposition of ‘The sound made by our tata coffee grand pack, which has big granules and decoction crystals that make a great cup of coffee’. A simple and powerful narrative is linked to a simple act of shaking the pack, remembering that unique sound, replacing coffee with shik shik shik when asking for it.”

Sagar Kapoor, chief creative officer, Lowe Lintas, said, “Leaping to the creative idea from the differentiator lands on a disruptive idea, more often than not. With Tata Coffee Grand we had the decoction crystals. Besides delivering a superior cup of coffee, these crystals also make a unique’ Shik-Shik-Shik sound when one shakes the pack. Great coffee is always known for its aroma, but it will now be known by its sound. That led us to the idea of ‘Great coffee will now be known as Shik-Shik-Shik.”

Joshua Hughes
Joshua Hughes
Advertising Editor. I love adland, having worked in the industry for the past decade. In addition to advertising, I love my movies.

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