A Bold New Campaign Featuring Gen Z Talents Abhay Verma & Pratibha Ranta
Tata Coffee Grand, one of India’s most loved instant coffee brands from Tata Consumer Products, has launched its new campaign titled ‘Not Just Your Regular Coffee’, celebrating authenticity, individuality, and the unapologetic spirit of today’s youth. The campaign stars rising Gen Z actors Abhay Verma and Pratibha Ranta, capturing slice-of-life moments that reflect a generation confident in challenging norms and expressing themselves freely.
A Tribute to Young Indians Who Choose to Stand Out
The campaign embodies the mindset of Gen Z—fearless, self-aware, and refreshingly honest. These young consumers are unafraid to question outdated conventions, speak their truth, and choose products that reflect their individuality. Their coffee, much like their personality, is anything but regular.
The Shik Shik Shik Coffee: A Cup with a Voice
Tata Coffee Grand Premium is a pure coffee blend enhanced with flavour-locked crystals that deliver a richer, bolder aroma and taste. These crystals create the unmistakable “Shik Shik Shik” sound when the pack is shaken—an iconic cue that this coffee is unique.
It’s coffee with a voice for a generation with a voice—truly not just your regular coffee.
Bollywood’s New Faces Bring the Campaign’s Message to Life
Featuring Abhay Verma and Pratibha Ranta, the films portray young Indians charting their own paths, questioning the default, and choosing what resonates with who they are. Their presence reinforces the campaign’s core belief:
Coffee, like life, should be chosen with intention—not convention.
Brand Statement
Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, said:
“Today’s generation doesn’t settle for ordinary. They live authentically, speak boldly, and never shy away from voicing their opinions. Tata Coffee Grand Premium mirrors that spirit with its pure coffee blend, elevated by 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.”
Agency Statement
Agency Quote: Awaited
Campaign Rollout
The campaign will be promoted across digital channels, social media, and high-impact youth-facing platforms across Delhi NCR, Mumbai, Kolkata, and other markets. Timed with the onset of winter, the rollout aligns perfectly with the season’s warmth and indulgence—making it the ideal moment to elevate everyday coffee experiences with Tata Coffee Grand Premium.
