Tata Coffee Grand, from the house of Tata Consumer Products, unveiled its recent campaign aimed to create a new language for coffee. The campaign synonymises the word ‘coffee’ with the Shik-Shik-Shik sound created by shaking the coffee pack.
The TVC, conceptualised by Lowe Lintas, draws a parallel between the coffee sound and emotion. It 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 the viewer on a journey of how Shik-Shik-Shik is echoing across the city.
Puneet Das, SVP – marketing, beverages, India, Tata Consumer Products, said, “We’ve been excited about the idea of the ‘sound of coffee’ for a while now. 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 action of shaking the pack, remembering that unique sound, replacing coffee with shik shik shik when asking for it. We are hopeful that the disruptive unique sound of Shik-Shik-Shik will soon become an overarching synonymous word for coffee.”
Sagar Kapoor, chief creative officer, Lowe Lintas, said, “It’s always a great opportunity when your brand has a product differentiation. 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. So great coffee was always known by its aroma, it will now be known with its sound. That led us to the idea of ‘Great coffee will now be known as Shik-Shik-Shik. Going ahead we will engage with the consumer in many ways with the ‘Shik-Shik-Shik device,”
The campaign is live on TV in Tamil Nadu, Karnataka and Andhra Pradesh and is available across SKUs in general trade, MT and E-commerce channels.
Client: Sushant Dash, Puneet Das, Sonal Garg and Yogita Bhat
Agency: Lowe Lintas, Bengaluru
Creative: Sagar Kapoor, Puneet Kapoor, Romel Joseph, Lohit Chengappa, Sreevidya PM, Jananie S
Account management: Sonali Khanna, Smrithi Ramanujam, Akhoka Raikhan, Pankaj Pradip Barua
Planning: Kishore Subramanian, Prashanth Murthy
Public relations: Adfactors PR
Production house: Kadhai Films
Director: Farooq Mohamed
Producer: Hari Prasad Uday)