Continental Coffee, a prominent name in the coffee industry and a subsidiary of CCL Products (India), has launched an engaging new television commercial (TVC) for its instant coffee brand, Continental Xtra.
This commercial beautifully weaves the cultural fabric of Tamil Nadu into its narrative, aiming to build a stronger bond with Tamil consumers.
The storyline unfolds in a charming Tamil Nadu town, following Kavitha, a newlywed doctor navigating her new role in her husband’s joint family. On her first day, Kavitha faces a playful challenge from her grandmother-in-law, who cheekily asks if her expertise with syringes as a doctor translates into the art of making an exceptional cup of coffee. Guided by her mother’s wisdom that “a perfect morning cup of strong coffee wins the hearts of elders,” Kavitha prepares a pot of Continental Xtra Instant Coffee the next morning.
As the rich aroma wafts through the home, it draws the entire family into the kitchen, eager to savor her brew. This simple yet powerful act of crafting coffee becomes a heartfelt gesture, bridging connections and establishing Kavitha’s place within the family.
Raja Chakraborty, Chief Marketing Officer of Continental Coffee, shared the thought process behind the ad, saying, “Our mission is to create brands deeply rooted in local cultures. With Continental Xtra, a South Indian blend, it’s essential to reflect the traditions and values of the region. This TVC is a step toward connecting with Tamil Nadu’s unique coffee-loving community.”
The advertisement was skillfully directed by Anand Iyer and produced by Janrise Consulting. Speaking about the creative approach, Preetam Patnaik, Head of Marketing at Continental Coffee, explained, “We wanted to highlight the role coffee plays in Tamil households, not just as a beverage but as a symbol of warmth and family bonding. Through Kavitha’s story, we aim to showcase how small gestures, like brewing coffee, carry deeper meanings of love and unity.”
Continental Xtra’s new campaign not only celebrates the cherished coffee traditions of Tamil Nadu but also emphasizes the emotional significance of a morning cup of coffee in fostering relationships. By focusing on culturally relevant storytelling, the brand succeeds in resonating with its Tamil audience, showcasing that coffee is more than just a drink—it’s a way to connect hearts and create lasting memories.
