The new campaign, featuring Gen Z actors Abhay Verma & Pratibha Ranta, celebrates young Indians who challenge norms, never shy away from voicing their opinions, and prefer a coffee that stands out just as much as they do
Bangalore, November 28, 2025: Tata Coffee Grand, one of India’s most beloved instant coffee brands from Tata Consumer Products, has unveiled its latest campaign, ‘Not Just Your Regular Coffee’— a celebration of individuality, authenticity, and the unapologetic voices of today’s generation. Led by two fresh faces from the Indian Film industry, Abhay Verma and Pratibha Ranta, the campaign showcases slice-of-life moments that reflect the bold, self-aware mindset of today’s youth.
The campaign celebrates the spirit of Gen Z, who speak their minds without hesitation, question outdated norms, and choose authenticity over approval. They’re unafraid to stand out, and their choices — including their coffee — reflect a generation that’s definitely not your regular generation.
Tata Coffee Grand Premium is a pure coffee blend with added flavour locked crystals that lock in great taste & aroma, elevating the everyday cup into something richer, bolder, and more aromatic. The addition of these crystals gives the coffee its unmistakable Shik Shik Shik sound when you shake the pack, a signature cue that signals this is not just your regular coffee. It’s the Shik Shik Shik coffee: coffee with a voice, for a generation with a voice.
The campaign features rising Bollywood stars Abhay Verma and Pratibha Ranta, who embody the spirit of young Indians carving their own journeys, questioning the default, and embracing choices that reflect who they are—not what’s always been. Their presence amplifies the campaign’s message: that coffee, like life, should be curated with intention, not convention.
Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, added: “Today’s generation doesn’t settle for ordinary. They live authentically, speak boldly, and never shy away from voicing their opinions. Tata Coffee Grand Premium mirrors that spirit with its pure coffee blend, elevated by flavour locked crystals that lock in great taste & aroma. The Shik Shik Shik is more than a sound – it’s the unmistakable identity of coffee that is not just your regular coffee.”
Agency Quote: Awaited
The campaign will roll out across digital, social, and high-impact youth-facing platforms in Delhi NCR, Mumbai, Kolkata, and beyond, timed with the onset of winter, a season that perfectly complements the warmth and indulgence of Tata Coffee Grand Premium.
