mCaffeine has rolled out a campaign 'Up for life' featuring actor and brand ambassador Alia Bhatt to highlight how its coffee enriched products revitalise consumers.
Conceptualised by Wondrlab, the film showcases Bhatt grooving while having her MRI scan done. Despite the doctors telling her to stay still, she continues dancing with zeal. The film ends with Bhatt highlighting how the brand rejuvanates all senses of the body through its coffee components.
Tarun Sharma, CEO and co-founder, mCaffeine, said, “In this campaign, with Alia, we are defining the after-effects of using mCaffeine's coffee dody wash range. The experience that comes with the caffeine rush is surreal. It pumps you up so much that it becomes difficult to handle! It helps you bring out your true inner self and gets you ready for life.”
Vaishali Gupta, co-founder and chief growth officer, mCaffeine, said, “We have always pledged to distinguish our products from what the industry has to offer. The inclusion of our single yet hero ingredient, caffeine, has carved a niche that sets us apart. It is not only the benefits of caffeine that help create an impact but also the energising after-effects it adds to an individual's lifestyle.”
Amit Akali, chief creative officer and co-founder, WYP Wondrlab India, said “mCaffeine is a unique body care product. That’s why we adopted a unique quirky tone of voice with crazy situations like getting an MRI. The point is that someone’s energy isn’t just infectious but makes them the life of any situation. Alia’s natural enthusiasm and fun personality were just the perfect brew.”