TATA Coffee Grand’s campaign showcases the Shik-Shik-Shik way
TATA Coffee Grand launches its latest campaign that aims at creating a new language of coffee – Shik-Shik-Shik. The phrase has been aimed at synonymizing Shik-Shik-Shik with the word ‘coffee’ and the sound created from a coffee pack. The campaign has been conceptualized by Lowe Lintas.
The film starts with an RJ calling for a Shik-Shik-Shik on a radio station and introduced Tata Coffee Grand to the audience. Then, she takes her audiences to the entire Southern India where everyone is calling coffee in a Shik-Shik-Shik way.
Speaking about the campaign says, Mr. Puneet Das, SVP – Marketing, Beverages – India, TATA Consumer Products, “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 act 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 for 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,”