MAM
Lotte India starts a NEW ARGUMENT over the all New ‘Coffy Bite’
MUMBAI: Lotte India’s Coffy Bite, the iconic coffee toffee brand of yesteryears, has been refreshed with a whole new campaign that is set to start a nationwide an argument on whether it tastes ‘Coffier or Toffier’.
32 years after establishing its brand life with the ‘Coffee vs Toffee’ proposition, Lotte’s Coffy Bite is staging a comeback with a refreshingly new way of interpreting the argument story. Vernacular for better consumer connect, four 30 second films have been unveiled on TV- each situation presenting an argument on whether Coffy Bite tastes “Coffier or Toffier”. A refreshment of the brand’s website, YouTube, Facebook and Instagram channels also forms part of the campaign.
Commenting on the campaign launch, Milan Wahi, Managing Director, Lotte India said, “Coffy Bite is clearly a gem in our confectionery portfolio that has the highest recall and enjoys a significant share of heart amongst confectionery lovers in India. Seeing the nostalgic pull the brand enjoys, this year we decided to turn the spotlight on Coffy Bite with an aggressive on-air marketing campaign, after a gap of more than a decade. And what better way to do it than giving a novel spin to the ‘argument continues’ theme that garnered eyeballs for the brand in the first place.”
Venkatesh Parthasarathy, Marketing Head, Lotte India added, “We were searching for a creative partner who could breathe new life into the argument story and 1pointsize seemed the perfect fit to take the brand forward as they could sense the pulse of Coffy Bite and reinvent it for the current marketplace.”
“Coffy Bite is a strong household name in South India. And seeing the way coffee shops have exploded in our country, we are extremely bullish about the brand. Our core task was to put the buzz back into Coffy Bite. Our solution was to pitch Coffy Bite as the new taste of argument. Since the all new Coffy Bite is softer and richer, we decided to explore the ‘Coffier vs Toffier’ thread as the talking point of our comeback commercials.” said, Sharad Haksar, CEO, 1pointsize.
Elaborating on the creative idea, Haksar said, “Our advertising TG is the 25 to 34age group who grew up on Coffy Bite. From a consumption point of view, this generation was earlier into ‘good old shopping’ and ‘first day first shows’ vs ‘ecommerce’ and ‘binge watching’. Bonding with friends was essentially offline than online. While this TG, which practically grew up on Coffy Bite, is now well adjusted to the fast-paced digital world, our key effort was in telling these guys that like all good things, their favourite Coffy Bite has changed too – for the better. We left the interpretation of ‘better’ to the taster. We coined two new words – “Coffier” and “Toffier” to describe the new taste. And we started a whole new argument around these words.”
“Since we, Indians, are argumentative by nature, we are confident that this campaign will really resonate well. We’ve done a series of four commercials which will be on air from this Diwali. We’ll start with the four southern states – TN, AP, Telangana and Karnataka, and then go national.” Concluded Parthasarathy.
MAM
PropertyPistol appoints Hemant Bajaj as chief marketing officer
Proptech firm taps global marketing leader to sharpen brand and growth strategy.
MUMBAI: In the fast moving world of proptech, building homes may be the business, but building the brand is just as crucial. Propertypistol, the proptech driven real estate advisory platform, has appointed Hemant Bajaj as its chief marketing officer (CMO) as the company looks to strengthen its brand narrative and accelerate growth across markets. Bajaj will lead the company’s marketing operations across multiple geographies, overseeing brand strategy, integrated marketing initiatives and revenue aligned growth programmes as Propertypistol prepares for its next phase of expansion.
The appointment comes at a time when the proptech sector is seeing rapid digital adoption, with companies increasingly focusing on leadership talent capable of combining technology, data driven marketing and customer experience.
Bajaj brings experience spanning India, South East Asia and the Middle East, where he has worked on scaling brands and leading digital transformation initiatives across multiple industries. His work in the marketing and media ecosystem recently earned him recognition as a ‘Powerhouse Leader’ at the Mastermind Awards in Dubai, highlighting his track record in managing high impact marketing mandates.
Propertypistol founder and managing director Ashish Narain Agarwal said the appointment comes at a pivotal stage in the company’s journey as it looks to strengthen its market presence.
“Hemant’s appointment comes at a defining moment for us. As we scale our market position, it is vital to have leadership that blends strategic vision with executional depth. Hemant’s deep understanding of brand and business alignment will be instrumental as we redefine the proptech landscape,” Agarwal said.
Bajaj said Propertypistol’s technology first approach to real estate advisory was one of the key reasons behind his decision to join the company.
“Propertypistol has established itself as a technology first platform that is redefining how investors navigate the property market. Having led marketing transformations across international borders and fast paced industries, I recognise the exceptional strength of the foundation built here,” he said.
He added that his focus would be on accelerating the company’s digital marketing capabilities while building strategies that deliver sustained value for customers and partners worldwide.
The leadership move reflects Propertypistol’s broader effort to strengthen its executive team as the proptech industry evolves rapidly. With property search, advisory and transactions increasingly shifting online, companies in the sector are investing heavily in marketing intelligence and digital platforms to stay competitive.
By bringing Bajaj on board, Propertypistol is betting that sharper brand positioning and technology led marketing will help it stand out in an increasingly crowded digital real estate marketplace.
