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Tata Coffee Grand launches ‘Shik Shik Shik’ campaign as part of Pongal festivity
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Friday, 14 January, 2022, 14 : 00 PM [IST]
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Our Bureau, Bengaluru
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Tata Coffee Grand, the coffee brand from the house of Tata Consumer Products, continues its celebration with coffee in Tamil Nadu. In line with this, the brand has released a festive film celebrating the spirit of Pongal with the ‘Sounds of Tamil Nadu’.
The film directed by Farooq Mohamed of Kadhai Films, is a montage of various visuals and sounds that are associated with the Pongal festival; the crunch of sugarcane, the clink of children’s anklets, and the musical echoes of the ‘kulavai’ among others.
It is replete with sumptuous Pongal delicacies, family gatherings, and a splash of rich hues that the Tamil culture is well-known for, it concludes to highlight the importance of coffee in the State.
Puneet Das, president - packaged beverages, (India and South Asia), Tata Consumer Products, said, “Our campaign of Tata Coffee Grand launched last year, synonymises the word ‘Coffee’ with the sound i.e. Shik-Shik-Shik – which represents the sound heard when the Tata Coffee Grand jar or pack is shaken! We have gone a step ahead this year and have extended the ‘shik shik shik’ proposition to the sound of the Pongal festivities, to capture the excitement of the festival along with the emotions of drinking coffee.”
Commenting on the campaign idea, Sonali Khanna, executive director and branch head, Lowe Lintas South, said, "We have brought the product USP to life: the ‘Shik Shik Shik’ of the packet representing the Tata Coffee Grand crystals. The interplay of musical triplets, the rich festive hues, and the catchy sound of the pack, all come together seamlessly."
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