MAM

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."

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/mma.jpg?itok=MVIlS99p
India leads Mobile Ad Fraud across Asia with 62%: MMA's Ad Fraud Benchmark Report

MUMBAI: Mobile Marketing Association, a global non-profit organization, today released an Ad Fraud Benchmark Report on the state of mobile ad fraud in India. The report revealed interesting facts about the level of fraud, and its awareness in the country and aims to help marketers benchmark their...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/roy.jpg?itok=mWyVt_Wm
Ogilvy names Shouvik Roy as new head of Ogilvy Delhi

MUMBAI: Ogilvy has announced the appointment of Shouvik Roy as president & head of office, Ogilvy Delhi. Having over two decades of experience in brand consulting, design, marketing and advertising, Roy will join Ogilvy Delhi on 5 December 2019 and will report to Ogilvy India CEO Kunal Jeswani.

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/avon.jpg?itok=nkRrFSK3
AVON ties-up with Ace Fashion Designer, Colleges and Malls for ‘Take A #BreastBreak’ campaign

MUMBAI – AVON, the global beauty brand that has always stood for women continues its crusade to prevent and fight Breast Cancer with its campaign Take a #BreastBreak. AVON kick started the campaign in October by collaborating with India Runway Week to host an exclusive fashion show with designer...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/18/Kartik_Aaryan-Tara_Sutaria.jpg?itok=Pf0W4MGc
ITC Engage launches new range of fragrances

MUMBAI: ITC’s one of the leading fragrance brand, Engage has announced the launch of its new range of fragrances with Kartik Aaryan and Tara Sutaria. Engage celebrates romance in its true spirit which is magnetic, charming, enigmatic and playful. Kartik and Tara embody the brand persona of Engage...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/rerer2.jpg?itok=0OIvZGLs
Is TV Still The Most Effective Ad Medium?

"TV not only remains the most effective medium - almost twice as much as the rest, making advertisers earn more money than any other medium - but it is also the most efficient in terms of retention rate." Television generates a higher ROI than the rest of the media in three of the four categories...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/godrej.jpg?itok=qx7OmHUg
Godrej Locks, VICE Media India unveil documentary on Home Safety

MUMBAI: On the eve of Home Safety Day today, Godrej Locks has collaborated with VICE Media India, to release an original documentary featuring different kinds of home safety experts, explaining what makes a home vulnerable and how one can protect themselves from the dangers of theft. This...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/citreon.jpg?itok=QLU9-ZCD
Citroën India launches #InspiredByChildren campaign on Children’s Day

MUMBAI: Citroën, part of the auto conglomerate, Groupe PSA has launched its latest campaign #InspiredByChildren, on Children’s Day. This digital campaign is the sequel of the #InspiredByIndia campaign, which saw an overwhelming response from participants. The campaign increased the Citroën follower...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/campaign.jpg?itok=A2amvGdg
INORBIT launches #TweetYourLove campaign

MUMBAI: #TweetYourLove by Inorbit mall was one such initiative that received a warm welcome by over 1000+ kids on Children’s Day. Inorbit in association with Save the Children India, an NGO that works towards the betterment of underprivileged kids, exercised this campaign urging people to show...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/art.jpg?itok=4j0N4kbu
Faber-Castell India announces annual offline campaign 'Art With Purpose 2019'

MUMBAI: After a successful run last year, Faber- Castell India announces their annual offline campaign “Art with Purpose, 2019”. The theme for this year is “The Sport that I Love”, encouraging participants to celebrate and pay tribute to a sport they feel passionately about.  

MAM Media and Advertising Ad Campaigns

Sign up for our Newsletter

subscribe for latest stories