MAM
CCL unveils its quirky new TVC for ‘Continental THIS Premix Coffee’
Mumbai: In a world inundated with sleek, perfect visuals, Continental Coffee, a pioneer in India’s coffee industry is shaking things up. The brand has taken a twist to showcase its modern- day coffee range, Continental THIS Premix Coffee by launching a quirky new ad created by AI (not)! The TVC promises to leave you laughing and craving a delicious cup of Continental THIS Premix Coffee.
The ad for Continental THIS Premix Coffee adds a touch of humour by playfully highlighting the limitations of AI, presenting a refreshing perspective on technology in an era dominated by polished perfection. ConceptualiSed and executed by Expedify, the TVC opens with a bold claim of being the world’s first AI-generated coffee commercial. However, as the scene unfolds, it surprises viewers with clumsy animations and hilariously distorted faces clutching coffee mugs, a far cry from the traditionally appealing visuals.
The spotlight then shifts to Continental THIS Premix Coffee, the true star of the show. The commercial showcases the effortless preparation of this premix coffee range, presenting it as the perfect companion to find comfort during everyday challenges—a dream come true for coffee lovers.
The core message conveyed by the brand in the TVC is that, in life, there are countless challenges that even advanced AI cannot resolve. These challenges are a part of our daily lives, often unforeseen and inevitable. However, the comforting presence of Continental THIS Premix Coffee offers solace in facing these unexpected moments. Brewing a steaming cup of coffee becomes the reliable quick fix for such occasions, ensuring that Continental THIS is the perfect companion to ease you through the hurdles of everyday life.
With its exciting flavours of premix coffee, all one need is some hot water to savour a café-like coffee experience anytime, anywhere. There are certain joys that can be savoured through simple means, without the need for advanced technology. The ad brilliantly communicates the simplicity and convenience of Continental THIS Premix Coffee, set against the backdrop of comically chaotic AI-generated visuals.
“We felt the need to do something bold and different in the world of coffee advertising,” said CCL Products Ltd head of marketing Preetam Patnaik. “In our digitally driven world, our ad humorously highlights the fact that while AI can be a great tool, it can’t replace the genuine joy of savouring a perfect cup of coffee whenever and wherever you desire. With Continental THIS Premix Coffee, you can enjoy that perfect cup within seconds, no AI needed. Amidst all life’s uncertainties, one thing we can count on is the delightful cup of CCL’s Continental THIS Premix to provide comfort in the face of life’s unexpected hiccups.”
CCL’s premix coffee line-up includes flavours like Caramel, Cappuccino, Mocha, Hazelnut, and Turmeric Coffee, each embracing the heart-warming essence of expertly brewed coffee—an ode to the unique art of human indulgence.
Expedify COO Abhijit Chakraborty said, “AI can deliver at the speed of thought, but only Continental THIS makes cafe-like coffee dreams true anytime, anywhere. The ad humorously contrasts AI-generated chaos with the simplicity of Continental THIS Premix Coffee, highlighting the joy of a perfectly brewed cup.”
MAM
BLS International launches #VisaReady campaign to guide applicants
Initiative targets visa myths, delays and rejections with practical guidance
MUMBAI: Visa woes may soon meet their match because paperwork, it seems, is finally getting a user manual. BLS International has rolled out a new awareness drive, #VisaReadyWithBLSInternational, aimed at simplifying the often confusing visa application process and reducing delays caused by misinformation and incomplete documentation. The campaign, led across social media platforms, zeroes in on a long-standing pain point for travellers: lack of clarity around procedures, timelines and requirements. By offering step-by-step guidance, documentation checklists and clear Dos and Don’ts, the initiative attempts to turn what is typically a stressful process into a more predictable one.
At its core, the campaign also seeks to bust common myths that frequently derail applications issues that often lead to avoidable rejections or last-minute complications. The idea is to equip applicants with practical, actionable insights so they can plan better and submit stronger applications within expected timelines.
The push will not remain limited to digital channels. BLS International plans to extend the initiative across its Visa Application Centres globally, reinforcing awareness at key touchpoints where applicants engage with the process.
BLS International joint managing director Shikhar Aggarwal framed the campaign as more than a communication exercise, emphasising the company’s attempt to embed guidance and preparedness into every stage of the applicant journey.
Operating in over 70 countries and working with more than 46 client governments including embassies, consulates and diplomatic missions, the company has built a sizeable footprint in visa and consular services. With this campaign, it is now leaning into education as much as execution, signalling that in the world of visas, clarity might just be the new currency.
