Tata Coffee Grand has launched its latest campaign, Not Just Your Regular Coffee, positioning its instant coffee as a symbol of a generation that refuses to settle for the ordinary. Featuring actors Abhay Verma and Pratibha Ranta, the films highlight everyday moments where Gen Z challenges norms, speaks directly, and makes choices that reflect their identity.
The campaign leans on the brand’s signature Shik Shik Shik sound, linked to its Flavour Locked Crystals, to reinforce the unique taste and aroma of the coffee. This sound becomes a recurring motif that embodies both the product’s distinctiveness and the generation’s bold attitude.
“Today’s generation doesn’t settle for ordinary. They live authentically, speak boldly, and never shy away from voicing their opinions,” said Puneet Das, President – Packaged Beverages, India and South Asia, Tata Consumer Products. “Tata Coffee Grand Premium mirrors that spirit, with a premium coffee blend elevated by Flavour Locked Crystals. The Shik Shik Shik is more than a sound – it’s the unmistakable identity of coffee that is not just your regular coffee.”
Arpan Bhattacharyya, Executive Director – Head of Creative, Copy (South) at MullenLowe Lintas, added that the campaign is tailored for Gen Z coffee lovers who are bold, authentic, and unafraid to express themselves.
The campaign will run across digital, social, and youth-focused media in major metros throughout the winter season, aiming to connect the brand’s unique identity with the attitudes and energy of the new generation.
