Café Coffee Day (CCD), after being in the market for the past 16, years has debuted its first television commercial (TVC). The campaign follows a recent burst of print media advertisements in nine key cities. The brand that created and established the café culture in the country, is making inroads into several newer and unconventional markets and aims to reinforce itself into new segments through the TVC.
The ‘Sit Down’ TVC, conceptualised by Creativeland Asia, CCD’s communication partner, is part of a 360-degree campaign. It gives the CCD customer a purpose for hanging out at the café. It’s built on the premise that ‘standing up’ often doesn’t really yield results, but a lot of things can happen when you ‘sit down’.
Speaking during the launch of the TVC, K Ramakrishnan, president - marketing, Café Coffee Day, said, “CCD as a brand has never advertised in the mass media in the last 16 years of its existence. It has been built solely through unique and pioneering marketing initiatives, coffee-category building activities, public relations and more recently, through social media. Earlier this year, we ventured into outdoor, radio and print ads in key metros to scale up exposure for our new menu. However, with the brand presence expanding in over 185 cities, we believe it is the right time to get deeper into our customers’ lives and make our presence felt in every single household. And this is possible only through television.”
The CCD TVC is meant to reflect the light-hearted fun one finds at CCD outlets. It mirrors the youth’s habit of sitting down over a cup of coffee for wholesome conversations, from making plans with friends to sharing excitement over a celebration or discussing current affairs and resolving issues.
“The TVC reflects the way of life of the millions of youth following the brand,” says Ramakrishnan. “At a time when ‘standing up’ for issues seems to be the order of the day, the ad reminds you of the positive results of sitting down and discussing various subjects over your favourite brew.”
He added, “The launch of our first TVC is a historic moment for us. We are proud of the way it has turned out and are sure it will connect well with the youth.”
Sajan RaJ Kurup, founder and creative chairman, Creativeland Asia, said, “We didn’t want to just create a campaign, we wanted to build a culture. A reason, a philosophy, a purpose for all those youngsters who spend endless hours at Café Coffee Day. We wanted to instill a sense of pride in them for doing something that a lot of people would say was a waste of time — sitting at a café. We realised that CCD is where today’s youngsters accomplish a lot of things. From making friends, to studying for exams, to attending job interviews, to finding their partners. The campaign is a celebration of every little ‘sit down’ that happens at CCD over a cup of coffee.”
The TVC, directed by Ram Madhvani of Equinox Films, features over 70 youngsters singing the ‘Sit Down Anthem’ and telling viewers what they sit down for.
From peace to love to discrimination and more, everything can be resolved at a café simply by sitting down and having a conversation, once again reinforcing its motto that a lot can happen over coffee.
There are a series of shorter tactical films planned as well. The ads will be first released on the social media space on Facebook, Twitter and Youtube on 1st December 2012. It will then be released on air across all major television networks on 8th December 2012.