Tata Strengthens Instant Coffee Portfolio, Launches Tata Coffee Grand Premium

Tata Consumer Products has launched its premium instant coffee ‘Tata Coffee Grand Premium’.

The new launch is supported by a captivating film, using ASMR (Autonomous Sensory Meridian Response) that showcases the sensory journey of Tata Coffee Grand Premium from bean to cup.

The new film accentuates the brand’s positioning through a scenic and captivating ASMR video by featuring the enthralling sounds of how the coffee beans are born in the plantation, carefully plucked, dried, roasted and then grounded and processed to perfection to deliver the signature ‘Shik Shik Shik’ sound of the flavour locked decoction crystals of Tata Coffee Grand. The campaign integrated creativity and technology to deliver a film that resonates with the brand’s core proposition of great-sounding coffee. 

Through this campaign, the brand aims to build a strong and memorable connection with consumers by leveraging the power of sonic marketing.

Commenting on the launch, Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products says, “Our ambition is to become a significant coffee player and we continue to offer relevant and quality offerings to grow our share in the India coffee market. Indian consumers are embracing a new wave of coffee. Hence, as we continue to expand our presence and reach to consumers across India we are strengthening our portfolio across the country with the launch of Tata Coffee Grand Premium- a 100 per cent coffee blend with flavor-locked decoction crystals that gives consumers a rich and aromatic cup of coffee”.

He further said “The differentiation of Tata Coffee Grand is the signature SHIK SHIK SHIK sound of the flavour-locked decoction crystals. Hence, it was only natural to bring the brand story alive through sensorial stimulation which is unique to ASMR. The new launch will be scaled by leveraging TCPL’s network and distribution reach across channels including E-commerce & modern trade”

In 2015, Tata Consumer Products made its entry into the branded instant coffee business in India under the brand name Tata Coffee Grand. After leading the Indian tea market under its iconic Tata Tea brand, the company took the strategic step to leverage its product, marketing and retail expertise to enter the branded coffee space in India.

Commenting on the campaign film, Azazul Haque, Chief Content Officer, Media Monks, says, “The brief was to bring alive the product differentiation of flavor-locked decoction crystals by creating an ASMR experience for the audience. ASMR also known as ‘Brain Massage’ uses whispers and sounds to create sensations in the audience so they don't only see the visuals but also feel them. We thought of telling the story of the birth of Shik Shik Shik, the sound of coffee crystals to convey the idea that every sip of Tata Coffee Grand Premium will make you feel you are experiencing the sounds in an estate where coffee is born”