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Tata Coffee Grand unveils ‘Not Just Your Regular Coffee’ campaign
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Monday, 01 December, 2025, 12 : 00 PM [IST]
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Our Bureau, Bengaluru
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Tata Coffee Grand, the popular instant coffee brand from Tata Consumer Products, has launched its new campaign titled ‘Not Just Your Regular Coffee’, a vibrant tribute to the individuality and fearless self-expression of today’s youth. Featuring rising Gen Z actors Abhay Verma and Pratibha Ranta, the campaign captures the essence of a generation that speaks boldly, challenges conventional norms, and embraces choices that reflect their authentic selves.
Designed as a series of slice-of-life narratives, the campaign mirrors the mindset of young Indians who refuse to conform. Instead, they prefer standing out in their opinions, their lifestyle, and even their choice of coffee. The brand aligns this attitude with Tata Coffee Grand premium, a blend crafted with flavour locked crystals that deliver richer aroma, deeper taste, and a sensorial experience symbolised by its signature “Shik Shik Shik” sound when the pack is shaken. This unique cue reinforces the brand message that this is not just another cup of coffee it’s coffee with a voice, for a generation that insists on being heard.
The presence of Abhay Verma and Pratibha Ranta adds authenticity to the narrative, as both actors are seen as representatives of the young, expressive, and self-aware Indian youth carving their own creative and personal journeys. Their stories in the campaign reflect the theme that life, like coffee, should be chosen with intention rather than convention.
Commenting on the launch, Puneet Das, president, packaged beverages, India & South Asia, Tata Consumer Products, said, “Today’s generation doesn’t settle for ordinary. Tata Coffee Grand premium mirrors that spirit with its premium blend and flavour locked crystals that lock in great taste and aroma. The Shik Shik Shik is more than a sound it’s the unmistakable identity of coffee that is not just your regular coffee.”
Arpan Bhattacharyya, executive director, head of creative, copy (South), MullenLowe Lintas, added, “We crafted the campaign around Gen Z’s bold, authentic, and expressive personality. Their unapologetic voice aligns perfectly with a product that has a unique voice of its own.”
The campaign will roll out across digital, social media, and youth-centric platforms in Delhi NCR, Mumbai, Kolkata, and other key markets. Timed with the winter season, the campaign aims to amplify the warmth, aroma, and indulgence of Tata Coffee Grand premium
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