Tata Coffee Grand, the instant coffee brand from Tata Consumer Products, has launched a bold new campaign titled Not Just Your Regular Coffee, celebrating individuality and the unapologetic spirit of Gen Z. Featuring emerging Bollywood talents Abhay Verma and Pratibha Ranta, the campaign captures relatable, slice-of-life moments that reflect the confidence and authenticity defining today’s youth.
At the core of the campaign is a message: Gen Z doesn’t blend in they stand out. They question norms, speak their truth, and choose products that reflect their identity. Their coffee, much like their choices, isn’t ordinary.
Tata Coffee Grand Premium embodies that idea with a richer blend powered by Flavour Locked Crystals a signature element that enhances aroma and taste and produces the iconic Shik Shik Shik sound when the pack is shaken. The sensory cue becomes a symbolic “voice,” mirroring the vocal, expressive nature of the generation it targets.
The campaign will roll out across digital channels, social platforms, and youth-centric touchpoints in key markets including Delhi NCR, Mumbai and Kolkata, coinciding with the winter season peak coffee moments for young consumers.