Mumbai: Tata Coffee Grand, the packaged coffee brand from the house of Tata Consumer Products, celebrates International Coffee Day with a special coffee anthem dedicated to the people of Tamil Nadu. Commemorating the rich coffee heritage and the cultural significance of coffee in the region, the brand has collaborated with Arivu, a prominent rapper from the region, creating an anthem that showcases the region’s deep-seated affection for its culture, places, coffee, and its legendary cinema. The anthem features the signature 'SHIK SHIK SHIK,' sound created by shaking the pack of Tata Coffee Grand.
Music has the power to evoke emotions and memories, and when combined with the rich history and flavours of coffee, it can truly create a sensory experience for listeners and viewers. The film traverses through the iconic landmarks of the region, like the bustling Central Station, the picturesque Pamban Bridge in Rameswaram, the majestic Thiruvalluvar Statue in Kanyakumari, and the serene Madurai Meenakshi Temple. The enchanting performances of puliyattam and kuthu dancers in an old theatre set-up underscores/ accentuates the state’s deep connection with cinema.
The song finally transitions to a tabletop featuring different cups and kitchen tables, narrating the unique relationship of a family and its common love for coffee that runs deep in Tamil Nadu's veins. By seamlessly integrating these landmarks and cultural references, the coffee anthem offers a visually stunning and emotionally resonant journey through Tamil Nadu's coffee culture, celebrating both its historical significance and contemporary appeal.
Talking about the coffee anthem Tata Consumer Products president of packaged beverages, India & South Asia Puneet Das stated, "We are thrilled to partner with Arivu to bring forth this captivating coffee anthem, a melodious celebration of Tamil Nadu's enduring love affair with coffee. Through music and visuals, we pay homage to a culture where every day feels like ‘Coffee Day.' The partnership aims to celebrate and honour Tamil Nadu's quintessential love for coffee, highlighting how it is an integral part of people's daily lives in the region. The anthem encapsulates the essence of Tata Consumer Products' branded coffee and its dedication to quality, tradition, and the love for a perfect cup of coffee. The inclusion of the signature tune "Shik Shik Shik" adds a unique and distinguishable element to the campaign, making it memorable/ resonant for the audience. This musical ode is a creative endeavour by the brand, highlighting the significant relationship between coffee, culture and cinema among consumers in the region. Music has the power to convey emotions and narrate stories, making this collaboration an innovatively impactful medium to pay tribute to the coffee heritage of Tamil Nadu." he further added.