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.”
Brands
Mana Projects names Ranbir Kapoor brand ambassador amid rebranding
Bengaluru developer unveils new identity focused on design and nature.
MUMBAI: When real estate meets reel star power, the foundation for a new brand story is often laid brick by brick. Mana Projects, the Bengaluru based real estate developer, has appointed actor Ranbir Kapoor as its brand ambassador while unveiling a refreshed brand identity aimed at aligning the company with the evolving expectations of modern urban homebuyers.
The announcement marks a new phase for the developer, which has spent over two decades building residential communities in Bengaluru, particularly along emerging growth corridors such as Sarjapur Road.
The updated brand identity reflects the company’s emphasis on design led living and environmentally conscious development. According to the developer, the new positioning focuses on creating residential spaces where architecture, nature, engineering and lifestyle planning work together to shape meaningful living experiences.
Mana Projects chairman and managing director D. Kishore Reddy said the rebranding represents a natural progression as the company adapts to the expectations of a new generation of homeowners.
“This rebranding represents the natural evolution of Mana Projects as we align ourselves with the aspirations of a new generation of homeowners, particularly millennials who form the backbone of Bengaluru’s dynamic homebuyer community,” Reddy said.
He added that today’s buyers increasingly look beyond basic housing to spaces that combine design, sustainability and a strong sense of community.
“At Mana, our philosophy centres on creating homes where space is purposeful, design is intelligent, nature is respected and engineering ensures long term sustainability. Our association with Ranbir Kapoor reflects this new chapter as we continue to build communities that enable people to truly live brilliantly,” he said.
Kapoor, who has been associated with several lifestyle and consumer brands, said the partnership resonated with his own understanding of what makes a home meaningful.
“A home is one of the most meaningful investments people make in their lives, and it should reflect comfort, warmth and a sense of belonging,” Kapoor said.
“What impressed me about Mana Projects is the brilliance of their thought, the way design, nature and functionality come together to enhance everyday living. I’m delighted to be associated with Mana Projects as they continue to create homes that inspire modern urban families to truly live brilliantly.”
The collaboration will be introduced through a large scale integrated campaign spanning digital platforms, outdoor media and experiential activations, making it one of the developer’s most prominent branding initiatives in recent years.
Founded in Bengaluru, Mana Projects has built a portfolio of residential developments that emphasise thoughtful architecture, amenity rich neighbourhoods and environmentally sensitive planning. The company’s projects often integrate open spaces, green landscapes and energy efficient engineering to support sustainable urban living.
With Bengaluru continuing to attract young professionals and technology workers, the developer believes the city’s housing market is increasingly being shaped by buyers seeking well planned communities that balance functionality with quality of life.
Looking ahead, Mana Projects plans to expand its presence across the city by developing future ready residential projects designed to accommodate emerging lifestyle trends such as hybrid work culture, community driven living and multigenerational households.
By combining a refreshed brand identity with a high profile ambassador, the company hopes to strengthen its position in Bengaluru’s competitive real estate market while appealing to a new generation of homeowners seeking homes that blend design, nature and modern living.
