MUMBAI: Known for inspiring campaigns like Jaago Re, Tata Global Beverages (TGB) has launched a new marketing campaign for its new premium product Tata Coffee Grand.

Tata Global Beverages regional president- India Sushant Dash says, “We are excited to launch Tata Coffee Grand at a time when coffee consumption is poised to grow significantly in the country. We are launching an innovative product and in keeping with this, we decided on a marketing mix that is different and disruptive. This is a refreshing take using compelling storytelling that speaks to both existing coffee drinkers, as well as young, curious prospective consumers who are looking for a new beverage of choice. With this campaign, TGBL looks to challenge the category codes in a way that is uniquely Tata Coffee Grand.”

Conceptualised by Mullen Lintas, the campaign will be supported by an extensive social media plan and media integrations. The advertisement will be aired in Hindi, Tamil and other languages.

Mullen Lintas NCD Shriram Iyer adds, “With the launch of a new product in one of the oldest categories in the country but one that’s just beginning to see a surge in growth, came along an opportunity to do something really unique and interesting. We’ve tried to break away from the monotony of conventional advertising on coffee by enlisting the help of a South Indian grandmother who’s anything but traditional. Decked in hip hop gear and bling, through an integrated 360 degree campaign, she teaches consumers on what it takes to make great coffee and to stop drinking what has now begin to pass for coffee, by rapping it.”