Tata Consumer Products, has launched a new campaign called Not Just Your Regular Coffee. The campaign focuses on young Indians who value individuality and are unafraid to speak their minds.
Tata Coffee Grand, an instant coffee brand from Tata Consumer Products, has launched a new campaign called Not Just Your Regular Coffee. The campaign focuses on young Indians who value individuality and are unafraid to speak their minds.The campaign features Gen Z actors Abhay Verma and Pratibha Ranta. It presents everyday situations that reflect the mindset of today’s youth, who question norms and make choices that represent their personal style, including their preference for coffee.Tata Coffee Grand Premium is a blend with Flavour Locked Crystals, which preserve taste and aroma. The pack makes a distinct “Shik Shik Shik” sound when shaken, a feature that highlights the product’s difference from standard instant coffee.The campaign highlights rising actors Abhay Verma and Pratibha Ranta, who represent young people carving their own paths and making decisions based on their preferences rather than convention.
Puneet Das, President – Packaged Beverages, India & South Asia at Tata Consumer Products, said the campaign aligns with a generation that speaks up and lives authentically. Arpan Bhattacharyya, Executive Director - Head of Creative, Copy (South) at MullenLowe Lintas, added that the campaign was created to connect with Gen Z coffee drinkers who are bold, authentic, and unafraid to express themselves.
Tata Consumer Products Limited, the parent company, brings together the food and beverage interests of the Tata Group. Its portfolio spans tea, coffee, water, ready-to-eat and ready-to-cook foods, spices, and snacks. Key beverage brands include Tata Tea, Tetley, Organic India, Eight O’Clock Coffee, Tata Coffee Grand, and Himalayan Natural Mineral Water. In India, the company reaches over 275 million households and operates internationally, with a consolidated annual turnover of Rs. 17,618 crore. The campaign will be visible across digital, social media, and youth-focused platforms in Delhi NCR, Mumbai, Kolkata, and other cities, coinciding with the start of winter, a season associated with warmth and comfort.
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