Tata Coffee Grand, an instant coffee brand from Tata Consumer Products, has introduced its latest campaign titled ‘Not Just Your Regular Coffee’. The work positions the brand around individuality and authenticity and features actors Abhay Verma and Pratibha Ranta in slice-of-life scenarios that highlight the self-aware and outspoken behaviour of younger audiences.
The campaign portrays Gen Z as a cohort comfortable expressing opinions, questioning inherited norms and making choices that signal personal identity. This positioning extends to their beverage preferences, framing Tata Coffee Grand Premium as a product aligned with their inclination towards distinctiveness.
Tata Coffee Grand Premium is a blend containing Flavour Locked Crystals designed to retain aroma and taste. These crystals also create the brand’s recognisable ‘Shik Shik Shik’ sound when the pack is shaken, used here as an auditory cue to underline the product’s difference within the instant coffee category.
Verma and Ranta represent young talent from the Indian film sector and are used to reinforce the campaign’s narrative of self-direction and informed choices. Their presence supports the message that, like life decisions, coffee selection can also be intentional rather than habitual.
Puneet Das, president – packaged beverages, India and South Asia at Tata Consumer Products, said: “Today’s generation doesn’t settle for ordinary. They live authentically, speak boldly, and never shy away from voicing their opinions. Tata Coffee Grand Premium mirrors that spirit with its premium coffee blend, elevated by Flavour Locked Crystals that lock in great taste & aroma.”
Arpan Bhattacharyya, executive director – head of creative, copy (south) at MullenLowe Lintas, said the campaign was crafted around Gen Z traits of boldness, authenticity and vocal expression, aligning these characteristics with the product’s distinct identity.
The campaign will be visible across digital, social and youth-focused platforms in Delhi NCR, Mumbai and Kolkata, with rollout coinciding with early winter consumption patterns.
