In line with its focus on innovation, Tata Consumer Products announces the launch of its premium instant coffee ‘Tata Coffee Grand Premium’ a 100 percent coffee blend with flavor-locked decoction crystals. The product has been launched keeping in mind the taste preference of consumers in non-South markets who tend to prefer a 100 percent coffee blend over a coffee: chicory blend (which is more preferred in South).
Tata Coffee Grand Premium, while being a 100 percent coffee blend also has unique flavor-locked decoction crystals which lock in taste and aroma and are the key differentiator for the brand as it’s a unique product offering over its key competitors.
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.
ASMR videos are sensory magic that invigorates listeners and captivates viewers intensely. 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 flavor 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.
Puneet Das, President - Packaged Beverages (India and South Asia), Tata Consumer Products said, “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 percent coffee blend with flavour-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 flavor 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 and modern trade.”
In 2015, Tata Consumer Products limited 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.