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Levista’s festive TVC propagates brand value ensuring it’s part of shopping list
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Wednesday, 18 November, 2020, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Levista Coffee has released a new TVC to celebrate the festival season. The brand offers Instant and Filter Coffee Powder in three variants and a dozen pack sizes and shares valuable shelf space with the likes of internationally and nationally acclaimed brands.
The company aims to have a 5 per cent market share of the Rs. 2,200 crore Instant Coffee Market in India by FY 21-22 and is planning to on-board 1,500 more distributors to its existing network of 660 and reach a tally of 100,000 Points of Retail Sales by the end of FY 2022.
S. Shriram, vice president, Levista Coffee, said, “We are excited to release our new TVC ahead of the upcoming festival season. We realised that fewer people are going to be visiting their family and friends this year. So, we reflected this aspect in our new ad by showcasing very less members in each frame, although the entire TVC is festive in nature and background. On the other hand, it seems that WFH (work from home) is here to stay for a long time to come now and with no sight of even schools and colleges reopening anytime soon, we showcased that aspect succinctly in the script as well.”
“The key essence of this new TVC is that we wanted to ensure Levista is a part of the shopping list – be it weekly or monthly or even random and the advertisement makers captured this point quite well in the TVC. We have also made a special mention – verbal and visual, of our super tasty filter coffee, a first in our journey of 3 years.” Conceptualised and produced by renowned agency Happy Unicorn, Chennai, the new TVC once again has fresh faces and a bright background, shot at a beach house on ECR. The same team had earlier produced the previous set of CSK-Levista advertisements as well, he added.
The brand has grown its offline presence by more than 60 per cent and is now available through more than 40,000 points of sale across the states of Tamil Nadu and Karnataka. Other than this, the brand has strengthened its presence through national retail chains such as Metro Cash and Carry, More Retail, Spar Retail as well as localised players like Pothys, Saravana Stores, MK Retail, Namdharis, to name a few. Online, the brand has a strong presence on Big Basket and Amazon and is seeing great traction at Flipkart. In the past six months, it has seen a 2 to 3 times leap in its online sales and has recently been on boarded on Udaan and Milkbasket.
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