Creativeland Asia brews the first ever TVC of Cafe Coffee Day
In a world where youngsters are asked to stand up for various things, Café Coffee Day (CCD), India’s largest café chain, urges them to ‘Sit Down’.
The ‘Sit Down’ TVC is part of a 360 degree campaign, conceptualized and created by Creativeland Asia, CCD’s communication partner. It’s the first-ever TVC for CCD in its 16 years of existence.
The TVC, in a fun and entertaining manner, captures CCD-goers across cafes in India, telling us, actually singing to us, what they are sitting down for. From sitting down for love and peace, to sitting down to make friends and to tweet, to sitting down to read and to dream, the film showcases plenty of ‘sit downs’ that happen at over 1400 CCDs every single day. The film ends with the line, “Sit Down. A lot can happen over coffee”.
Sajan RaJ Kurup, Founder and Creative Chairman, Creativeland Asia, says, “This is the first ever TVC for CCD. I feel extremely fortunate to have had this unique historic opportunity. We have given it our most honest shot at it. And I hope CCD regulars like it. Personally, as someone who goes to CCD and someone who has been working on the brand for 5 years now, I feel extremely happy when I see this piece of work. We wanted CCD's first ever TVC to be a little more than an Advert. Something that CCD goers identify with. Something that is effortless and not trying to hard. Something that is neither too heavy nor too frivolous. In the whole idea of Sit-down, we eventually found all these and more. A powerful thought which is socially relevant in India at this juncture.
RaJ adds, “While the hype initially may be on the TVC, the campaign will be integrated across media. Digital and social playing a very poignant role. Many campaign specific acts have been planned over the last year and will be executed phase-wise.”
The TVC was shot over 7 days across various CCDs across the country. With a cast of over 75 youngsters. The unique craft of the TVC intelligently combines two contrarian culture. One, The café space. And the other, the social media space. The storyline of the TVC shows how a bunch of youngsters started a movement call sit-down by self recording a videos across various CCDs across the country to the self anthem and then posting it via various avenues on social media. The central message of the TVC being to stop creating morchas or standing up against things, and instead Sit-down talk over a cup of coffee and find a way forward. Over 130 social-media profiles were used. Live posts were diligently crafted and created to become the frame-work of the TVC.
“Great effort has gone into crafting every detail in the TVC by Ram, myself and our respective teams who have relentlessly worked over months to design each and every frame in the TVC” adds Raj
Speaking on the launch of its first TVC, K. Ramakrishnan, President Marketing, Café Coffee Day says, “CCD as a brand has never advertised in 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. We believe it is the right time to get deeper into our customers lives, possible only through television.”
The TVC is produced by Equinox Films and directed by Ram Madhvani.