Fountainhead Creates a Unique Experience at the Multi-City Launch of Tata Coffee Grand

Marketing | December 31, 2015 | News

Fountainhead

Tata Global Beverages, a leading player in the beverage industry, planned to launch a brand new product – Tata Coffee Grand, thereby making an entry into the instant coffee market. Fountainhead Entertainment bagged the multi-agency pitch to conceptualise and execute the event in three cities due to its innovative ideas. Attended by more than 450 stockists, the launch event was held on Nov 29 in Chennai, Dec 1 in New Delhi and Dec 9 in Vishakhapatnam.

To positively connect with the audience of different backgrounds and to find an exciting way to build an impact, Fountainhead conceptualised the entire launch sequence in a unique manner to resemble the popular news hour kind of a setup where the panellists and the stockists witnessed a debate on the need for a good coffee in India.With well thought of ‘Breaking News’ bulletins and a panel of guests touching upon the main agenda, the audience members were taken into the world of Tata Coffee dramatically via a  tour of the plantations and informing them about the origin as well as ethos of the new product ‘Tata Coffee Grand’.

Keeping in mind the brand proposition and client’s vision, Fountainhead translated it into reality with this innovative approach to create an impact while passing on the vital information to the stockists. The news anchor, Danish Sait, did a splendid job in moderating the discussion. Along with captivating AVs of the Tata plantations and the new TV commercial, the ‘Tata Coffee Grand’ pack shot was unveiledto the stockists who were then given a sample of the new product. The event also witnessed some mesmerising entertainment acts lined up to celebrate the new product launch from the brand. The stockists were virtually transported to the plantations via google cardboards.

Commenting on the seamless execution of the event, Roshan Dalwani, General Manager-South, Fountainhead said, “Tata Global Beverages, as a brand, is set on strong values and guidelines. To resonate with the same, our out of the box approach provedthe key differentiator in the launch events. The entire communication was very well received by the whole audience as the show was aptly tailored by conveying the brand promise in their local languages. With an innovative concept and smooth execution, Fountainhead created yet another fabulous experience.”

Attended by more than 450 stockists, the launch event was held on Nov 29 in Chennai, Dec 1 in New Delhi and Dec 9 in Vishakhapatnam.

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