Continental Coffee, a prominent name among India’s leading coffee brands and a subsidiary of CCL Products (India) Limited, has launched a culturally inspired television commercial (TVC) for its instant coffee brand, Continental Xtra. The ad draws upon Tamil Nadu’s rich cultural essence to create a heartfelt connection with its Tamil audience.
The TVC is set in a charming Tamil Nadu town and centers around Kavitha, a newlywed doctor adjusting to life in her husband’s joint family. On her first day, Kavitha’s grandmother-in-law playfully teases her in a colloquial Tamil lingo, questioning if the skilled doctor who expertly handles injections can also craft a perfect cup of coffee. Taking her mother’s advice to heart—that “the way to an elder’s heart is through a strong morning coffee”—Kavitha brews her favorite Continental Xtra Instant Coffee the next morning.
As the rich aroma wafts through the house, family members gather around to relish her coffee. Kavitha’s efforts earn smiles and warm approval from her family, leaving her with a sense of accomplishment and a deepened bond in her new home. This evocative campaign highlights the role of coffee in fostering connections and honoring tradition.
“At Continental our endeavour is to develop brands which are culturally rooted. So for our South Indian blend Instant Coffee ‘Continental Xtra’, its critical for us to understand the culture of various states of South and use those insights thru our communication. The new TVC is an effort in that direction” says Raja Chakraborty, CMO, Continental Coffee.
The TVC was directed by Anand Iyer, and produced by Janrise Consulting. “We wanted to tell a story that resonates with the cultural nuances of Tamil Nadu, where coffee is a part of family tradition and where women are at the heart of every household,” said Preetam Patnaik, Head of Marketing, Continental Coffee. “Through Kavitha’s journey, we’ve aimed to capture the dynamics and warmth of family relationships, highlighting how a seemingly simple act of making coffee can be an expression of love, strength, and unity.”
