Indiantelevision.com Team

(13 Decemeber 2006 10:00 pm)

MUMBAI: MAA Communications Bozell, Chennai has bagged the creative and media business for Javagreen, a Reliance ADAG venture, of lifestyle coffee shops. The incumbent agency was Grey Worldwide.

Javagreen, a lifestyle coffee shop found exclusively in Reliance broadband centers was started in 2003. However, The brand has currently spread beyond the Reliance Broadband centers and is present in 12 cities, informs an official release.

Regarding the devised media mix Rajkumar said that it was too early to comment but given the kind of business, one could expect an innovative approach. The buzzword for the brand was to 'reach the consumer when and where it matters the most'.

"These are exciting times for brands operating in this segment. Our mission for the brand is to engage consumer interest and give them an experience that they will keep coming back to", he added.

India has a strong coffee culture, with the domestic market alone consuming an estimated 70,000 tonnes of coffee annually. However this culture is in the midst of an evolution, with the introduction of the 'gourmet' coffee. Increasing disposable incomes combined with greater exposure to the western culture is driving today's coffee consumption. Given the boom, several existing players are consolidating and expanding while international players have either entered the market or are in the process of setting up shop.