Ad Campaigns
Kopiko’s Durgesh connects with aspirations of young in small-town India in new TVC
MUMBAI: Inbisco India is back on television with a new TVC for its premium and popular coffee candy – Kopiko, a power-packed, hard-boiled treat made with real coffee extracts.
In the TVC, the brand introduces Durgesh, an endearing young man hailing from a small town. He is ambitious, highly motivated, and has dreams to make it big. He is the star of the commercial, promoting Kopiko’s mantra – ‘Jaage Raho, Aage Raho’ The TVC shows Durgesh stopping at nothing to achieve his goal. But a 24X7 always-on-the-job approach comes with its share of challenges. However KOPIKO is his dependable pocket-sized saviour that keeps him up and ahead in life especially during moments of need.
Conceptualized by Leo Burnett, the TVC begins with Durgesh praying while holding a self-help motivational book in his hand. He is seeking blessings from successful and inspirational leaders from around the world. He does all this with just one goal in mind – to learn and win. In the next sequence, we see Durgesh in his boss’ cabin, being scolded and yelled at by his boss. However, this does not deter him but inspires him to work harder. We see Durgesh’s female colleague, Prerna, trying to get his attention, but he shuts himself from everything that distracts him from his goal.
We see him burning the midnight oil alone in office even as others have left for home, working with dedication to prove himself. However, when the time arrives for Durgesh to prove himself in front of his boss and other international colleagues, he is seen dozing off. All the hard work and dedication that Durgesh put into this presentation was about to vanish in one moment when his biggest enemy, an ‘untimely snooze’, decided to show up.
Enraged, Durgesh’s boss shouts at him, as we see Kopiko coming to his rescue. After popping Kopiko, Durgesh wakes up with new vigour and enthusiasm. This is the turning point of the TVC as we see Durgesh redeeming himself with this newfound energy. He confidently stands-up in front of one and all at the conference room and makes a smart statement that is received with applause by his boss and colleagues. The TVC ends with the message ‘Jaage Raho, Aage Raho’ as Durgesh is seen enjoying his moment with pride and joy.
Speaking on Kopiko, Inbisco India MD – India and Indian sub-continent Achyut Kasireddy said, “Kopiko is the first candy with real coffee extracts that gives the unique experience of ‘real coffee’ anytime and anywhere. It is a smooth, creamy, mini cappuccino treat that is not just wonderful to taste, but also helps you stay alert. The new TVC highlights Kopiko’s proposition as a candy that helps recharge energies and stay alert, because of its real coffee extracts.”
Elaborating, he said, “The character created for this TVC Durgesh Singh, has been crafted keeping our target consumers in mind. A lot of people who love and consume Kopiko are college students, first jobbers who have just started their careers and have dreams of making it big. Like Durgesh, many fall prey to untimely snoozes which are inevitable with all the effort one’s put into a day’s work. That is why we have come up with the exciting communication proposition Jaage Raho, Aage Raho (Stay Awake, Stay Ahead). For everyone who needs a little something extra to keep him or her going, Kopiko is the solution. It’s made from real coffee and will help to keep snooze at bay.”
Leo Burnett India SVP Sanju Menon said, “The confectionary category in India is very cluttered and the challenge to regain top spot in the category was quite daunting. As we understood the product deeper, the solution became quite apparent – to create a narrative that is derived from the product itself and not a mere piece of entertaining content. The story of Durgesh is something experienced by many. Making the story relevant and humorous will surely help us achieve our objectives.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
