Third Wave Coffee, one of India’s fastest-growing artisanal café chains, has expanded its menu with the launch of a new pizza range, unveiled through its latest marketing initiative, the ‘Slice of Joy’ campaign. The campaign introduces pizzas to over 140 Third Wave Coffee outlets across India, bringing a fresh twist to its coffee-first culture.
At the heart of the campaign is the upbeat jingle ‘Sip Sip Bite’, designed to celebrate the pairing of handcrafted coffee with delicious, freshly-baked pizza. More than 1,000 Third Wave Coffee baristas nationwide are joining the celebration by performing a synchronized dance routine to the jingle three times a day—at 1 PM, 4:30 PM, and 7 PM—turning each visit into an interactive customer experience.
Ayush Bathwal, Co-Founder of Third Wave Coffee, said, “We’ve always focused on creating a differentiated café culture. With ‘Slice of Joy’, we’re not just adding pizza to the menu—we’re adding a whole new layer of connection, joy, and flavor to our community. The ‘Sip Sip Bite’ jingle reflects our brand’s vibrant personality and the passion of our baristas.”
With this campaign, Third Wave Coffee is not only diversifying its food offerings but also elevating its in-store engagement strategy, making every visit more memorable. The initiative reflects the brand’s commitment to innovation and creating multisensory moments for coffee and food lovers alike.
