“Jaago Mohan Pyaare, time to smell the coffee..Coffee hai yeh coffee, nai koi joke. Tata ke plantation mei bani hai coffee, soch mat peele baaki sab dheele…”
This is exactly how Tata’s new age Granny has urged customers to try out Tata Coffee Grand, its latest brand of instant coffee. With this new line of product, Tata Global Beverages makes an entry into the branded coffee segment in India for the first time.
At the heart of the new campaign, is an unconventional peppy South Indian Granny who is portrayed as an agent of change. Granny is dressed in a mix of traditional South Indian attire and Western hip-hop apparel. With her sunglasses and bling, she takes on a bunch of youngsters in a style no less than that of a showstopper. In her signature style, she raps about ‘coffee, the way it should be’.
