MAM
Creativeland Asia conceptualises first ever CCD TVC
Mumbai: Coffee shop chain Café Coffee Day (CCD) has launched its first ever television commercial in its 16 years of existence, conceptualised by Creativeland Asia.
CCD aims to reach every single household through the television commercial. The TVC titled ‘Sit Down’ is part of a 360 degree campaign. It is built on the premise that ‘standing up’ often doesn’t really yield results, but a lot of things can happen when you ‘sit down’.
Creativeland Asia founder and creative chairman Sajan Raj Kurup said, “We wanted CCD‘s first ever TVC to be a little more than an Advert. Something that CCDgoers identify with, something that is neither too heavy nor too frivolous. In the whole idea of ‘Sit-down’, we eventually found all these and more. A powerful thought which is socially relevant in India at this juncture.”
The TVC is produced by Equinox Films and directed by Ram Madhvani.
According to the company, the campaign will be integrated across media with digital and social playing an important role. The agency has planned many campaign specific acts over the last year and will be executed phase-wise.
CCD president marketing K. Ramakrishnan said, “CCD as a brand has never advertised in mass media in the last 16 years of its existence. It has been built solely through unique and pioneering marketing initiatives, coffee category building activities, public relations and more recently through social media. We believe it is the right time to get deeper into our customers lives, possible only through television.”
The craft of the TVC combines two contrarian cultures – the café space and the social media space. The storyline of the TVC shows how a bunch of youngsters started a movement call sit-down by self recording videos across various CCDs across the country to the self anthem and then posting it via various avenues on social media. The central message of the TVC being to stop creating morchas or standing up against things, and instead Sit-down talk over a cup of coffee and find a way forward. Over 130 social-media profiles were used. Live posts were diligently crafted and created to become the frame-work of the TVC, the company said.
There are a series of shorter tactical films planned as well. The ads have first been released on the social media space on Facebook, Twitter and Youtube. It will be released on air across all major television networks on 8 December.
Brands
Alpino crosses Rs 100 crore revenue, clocks rapid growth in health foods
Shilpa Shetty-backed brand scales 5X in two years on wellness demand
MUMBAI: Alpino has crossed the Rs 100 crore annual revenue mark, underscoring its rapid rise in India’s fast-expanding nutrition and wellness market.
The Surat-based brand has recorded 2.5X year-on-year growth and a fivefold jump over the past two years, scaling from Rs 20 crore in FY24 to Rs 100 crore in FY26. The performance reflects a broader shift in consumer preferences towards healthier, high-protein and clean-label food options.
Founded with a focus on making nutritious food accessible, Alpino has built its presence across digital-first channels, including e-commerce and quick commerce, alongside a growing footprint in modern retail. The company credits its growth to a mix of product innovation, affordability and a steady expansion of its portfolio.
The brand has also benefited from the backing of Shilpa Shetty, whose association has strengthened its positioning in the health and wellness space. Her emphasis on balanced living aligns closely with Alpino’s promise of wholesome, everyday nutrition.
A spokesperson for Alpino said the milestone reflects growing consumer trust. “Crossing Rs 100 crore in revenue is not just a number for us, it reflects the trust consumers have placed in our products,” the spokesperson noted, adding that the company remains focused on innovation and expanding reach.
Looking ahead, Alpino plans to deepen its distribution network, introduce new product lines and continue investing in supply chain and consumer engagement. The company has set an ambitious target of reaching Rs 500 crore in revenue over the next two years.
As awareness around health and fitness continues to grow in India, Alpino’s sharp trajectory suggests that the appetite for better-for-you foods is only getting stronger.
