Continental Xtra’s new TVC showcases how one spark or nudge can invoke a sense of inspiration in strong women to voice what they believe in. The special instant coffee, Continental Xtra offers a cup of excellence with an extra kick of aroma and flavor, resembling the sudden drive of one’s inner strength to tackle tough situations.
The TVC opens to a conversation between P. Susheela, and Nithya Menen, highlighting the journey of women who with their courage and inner strength, inspire everyone to follow their dreams to become who they’re meant to be. Not only in traditional times but even now, there are households where senior members of the family perceive the male child as more important. By breaking these gender stereotypes created by society, the TVC dawns light upon the fact that women are equally strong and can break through the challenges of the world to create a name of their own.
Being the first Indian female artist to win a national award for her musical talent, P. Susheela’s triumphant journey is truly inspirational which made her the perfect choice for the brand to take her on board, along with the brand ambassador, Nithya Menen. Both women are bold and have won the hearts of the masses, particularly across southern India. Their fierce and strong personalities helps build the brand’s narrative in connecting one’s inner strength with that of the strongest instant coffee, Continental Xtra.
Speaking about the TVC, Preetam Patnaik- Head of Consumer Marketing, Continental Coffee said, “Continental Xtra, owing to its chunky granules that lock in the aroma and flavor of the coffee bean, offers you the strongest tasting cup of instant coffee, thus providing you with an extra boost of energy to take on the day. In our latest TVC for the brand, we have connected the strength of Continental Xtra to the inner strength of people, particularly of women.”Speaking more on the message in the film, Preetam added, “In our TVC, we have shed light on gender bias and stereotypes that surround us. Our aim is to portray a strong ambitious woman who through her inner strength can win the world over. We convey that message through the interaction between two strong and legendary icons, P. Susheela, and Nithya Menen wherein we introduce audiences to different challenging moments in life when one needs that ‘Xtra’ strength to confront and overcome difficult situations.”
Continental XtraTVC has been released in Telugu, Tamil & Kannada across all media platforms including Television.
Credits:
Creative Agency: Janrise
Concept & Direction: Dream Merchants
Production Co: Dream Merchants
