Few years ago, Tata rolled out Jaago Re to promote its Tata Tea. Based on social and political issues, the campaign created a buzz and became an instant hit. The brand now adds coffee to its brand and rolls out a musical campaign The Granny.
Speaking on the launch, 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 ad films starts in late evening at a music studio, where tired young musicians are wrapping their instruments. Suddenly The Granny enters in Amitabh Bachchan style and starts rapping like Honey Singh. She urges people to wake up as its time to smell coffee. She explains the qualities of Tata Coffee Grand in musical style and concluded by saying ‘Tata Coffee Grand, coffee jaisi honi chaiye waisi’.
Conceptualised by Mullen Lintas, the TVC has been launched in four languages, Hindi, Tamil, Telugu and Kannada. Before the launch of the TVC, the brand rolled out a web series, aimed at generating intrigue and curiosity about The Granny. 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?
Commenting on the concept, 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.”
Prior to this TVC, the brand as rolled out a video on the launch of Tata Coffee Grand on various social media platforms.
The competition is getting tougher year by year among the coffee brands. Nescafe’s #ItAllStarts Stammer broke the internet in 2014 and how can we forget its Cartoonist TVC under the same campaign in 2015, which won million hearts across the country.
Competition is not only about ad films, these brands offering awesome jingles as well. Nescafe’s ‘Ho shuru har din aise’, Broke Bond’s Bru ‘Bru se hoti hai Khushiya Shuru’ and now Tata too entered into the race with the launch of its rapper The Granny, it will be interesting to watch what these brand will offer in order to stay ahead in the competition.
