Café Cuba ignites the Coffee Revolution across India in new campaign via Creativeland Asia
With the launch of Café Cuba last year, Parle Agro set the stage for a revolution in the Indian beverage market. This test launch gave India its first Carbonated Coffee Soft drink. Taking this revolution one step further, this summer, Parle Agro is all set for a national launch, accompanied with a pan-India marketing and brand communication campaign introducing ‘The Coffee Revolution’.
The campaign by Creativeland Asia aims to maximize brand awareness, resulting in increased product trial. The communication is edgy, premium, bold and rebellious, targeted at the experimental mind-set of the progressive Indian youth. Spends to the tune of INR 50 crore have been invested across a strategic mix of media vehicles that appeal to the youth. Television will play the role of the lead medium for the campaign, followed by an aggressive focus on digital brand building. The campaign will be supported by print, outdoor and cinema ads. Each of the mediums will deliver the message of ‘The Coffee Revolution’ with the edginess of an underground movement.
To further induce product trial and aid sampling activities, Parle Agro has introduced a revolutionary new SKU in the form of 150 ml cans priced at INR 15, which will strongly benefit the brand.
Speaking on the strategy behind one of the biggest brand launches, Ms Nadia Chauhan Kurup, JMD & CMO, Parle Agro, said, “We are on our way to create a revolution on many levels in the Indian beverage industry with not just a unique brand, but also with a differentiated marketing strategy. With our new campaign, we aim to connect with evolving youth of today.”
Sajan RaJ Kurup, Founder and Chairman, Creativeland Asia, said, “This has been a revolution brewing in our offices for a while. Right from the name to the packaging to positioning to the communication this has been a passionate journey for Creativeland. And obviously we are excited to see it out. We can only be as brave, creative and consistent as our client partners allow us to be. Our sincere gratitude for faith they have placed in us.”
Shot by renowned photographer and director Bharat Sikka in the back-streets of Cape Town, South Africa, The TVC depicts the original story of Cafe Cuba’s underground revolution. It features characters that are stylish and bold in a setting that is raw and electrifying, setting the tone and attitude for the brand.
Since the majority of the brand’s TG is present online, the digital medium will be leveraged to maximize TVC views and lead traffic onto the brand’s website.
5 Comments
“targeted at the experimental mind-set of the progressive Indian youth” and not a single Indian youth shown in this piece of communication. What’s going on CLA?
brilliant stuff!!! very brave and sleek.
That is a very narrow view NRI. Depicting something for or targeting an experimental mindset of the progressive indian youth is not about casting the Indian youth. It is about showing an imagery they aspire to and getting in a cast that best represents that. this imagery could be indian or otherwise.
I personally love the cast of it. It is very believable and they all look like they could be youth from anywhere. The cast is very global and cool. A few of them could even be well styled boys and girls from Delhi, Bombay or Bangalore.
Very well done.
I like the aggressive promotions and brand building stratigies of Cafe Cuba.
I’m giving it a try as soon as I find a can.
The concept of the website is amazing.. Should take a look at it..
http://www.cafecuba.in/
Ya sure. From Bangalore. Dream on