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Kopiko's Durgesh connects with aspirations of young in small-town India in new TVC

MUMBAI: Inbisco India is back on television with a new TVC for its premium and popular coffee candy – Kopiko, a power-packed, hard-boiled treat made with real coffee extracts.

In the TVC, the brand introduces Durgesh, an endearing young man hailing from a small town. He is ambitious, highly motivated, and has dreams to make it big. He is the star of the commercial, promoting Kopiko’s mantra - ‘Jaage Raho, Aage Raho’ The TVC shows Durgesh stopping at nothing to achieve his goal. But a 24X7 always-on-the-job approach comes with its share of challenges. However KOPIKO is his dependable pocket-sized saviour that keeps him up and ahead in life especially during moments of need.

Conceptualized by Leo Burnett, the TVC begins with Durgesh praying while holding a self-help motivational book in his hand. He is seeking blessings from successful and inspirational leaders from around the world. He does all this with just one goal in mind - to learn and win. In the next sequence, we see Durgesh in his boss’ cabin, being scolded and yelled at by his boss. However, this does not deter him but inspires him to work harder. We see Durgesh’s female colleague, Prerna, trying to get his attention, but he shuts himself from everything that distracts him from his goal.

We see him burning the midnight oil alone in office even as others have left for home, working with dedication to prove himself. However, when the time arrives for Durgesh to prove himself in front of his boss and other international colleagues, he is seen dozing off. All the hard work and dedication that Durgesh put into this presentation was about to vanish in one moment when his biggest enemy, an ‘untimely snooze’, decided to show up.

Enraged, Durgesh’s boss shouts at him, as we see Kopiko coming to his rescue. After popping Kopiko, Durgesh wakes up with new vigour and enthusiasm. This is the turning point of the TVC as we see Durgesh redeeming himself with this newfound energy. He confidently stands-up in front of one and all at the conference room and makes a smart statement that is received with applause by his boss and colleagues. The TVC ends with the message ‘Jaage Raho, Aage Raho’ as Durgesh is seen enjoying his moment with pride and joy.

Speaking on Kopiko, Inbisco India MD - India and Indian sub-continent Achyut Kasireddy said, “Kopiko is the first candy with real coffee extracts that gives the unique experience of ‘real coffee’ anytime and anywhere. It is a smooth, creamy, mini cappuccino treat that is not just wonderful to taste, but also helps you stay alert. The new TVC highlights Kopiko's proposition as a candy that helps recharge energies and stay alert, because of its real coffee extracts.”

Elaborating, he said, “The character created for this TVC Durgesh Singh, has been crafted keeping our target consumers in mind. A lot of people who love and consume Kopiko are college students, first jobbers who have just started their careers and have dreams of making it big. Like Durgesh, many fall prey to untimely snoozes which are inevitable with all the effort one’s put into a day’s work. That is why we have come up with the exciting communication proposition Jaage Raho, Aage Raho (Stay Awake, Stay Ahead). For everyone who needs a little something extra to keep him or her going, Kopiko is the solution. It’s made from real coffee and will help to keep snooze at bay.”

Leo Burnett India SVP Sanju Menon said, “The confectionary category in India is very cluttered and the challenge to regain top spot in the category was quite daunting. As we understood the product deeper, the solution became quite apparent - to create a narrative that is derived from the product itself and not a mere piece of entertaining content. The story of Durgesh is something experienced by many. Making the story relevant and humorous will surely help us achieve our objectives."

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