Mumbai: Coffee shop chain Café Coffee Day (CCD) has launched its first ever television commercial in its 16 years of existence, conceptualised by Creativeland Asia.
CCD aims to reach every single household through the television commercial. The TVC titled ‘Sit Down’ is part of a 360 degree campaign. It is built on the premise that ‘standing up’ often doesn’t really yield results, but a lot of things can happen when you ‘sit down’.
Creativeland Asia founder and creative chairman Sajan Raj Kurup said, “We wanted CCD‘s first ever TVC to be a little more than an Advert. Something that CCDgoers identify with, 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.”
The TVC is produced by Equinox Films and directed by Ram Madhvani.
According to the company, the campaign will be integrated across media with digital and social playing an important role. The agency has planned many campaign specific acts over the last year and will be executed phase-wise.
CCD president marketing K. Ramakrishnan said, “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 craft of the TVC combines two contrarian cultures - the café space and the social media space. The storyline of the TVC shows how a bunch of youngsters started a movement call sit-down by self recording 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, the company said.
There are a series of shorter tactical films planned as well. The ads have first been released on the social media space on Facebook, Twitter and Youtube. It will be released on air across all major television networks on 8 December.
