Coffee is both a productivity enabler and a companion for our millennial generation: Rachna Anbumani, Vice-President – Marketing, Lavazza India

Lavazza, the Italian brand that is among the world’s leading coffee roasters, has announced the launch of its “#MasterYourBrew with Lavazza” campaign which aims at educating employees from leading corporates across India on the nuances of brewing one’s own cup of Barista-style coffee at home. With most of the corporate workforce working from home due to the pandemic, these one-hour online sessions will help create the ideal workplace coffee experience virtually for employees, specifically for those missing out on their coffee breaks with their colleagues. The campaign kickstarted on 8th May 2020, and the inaugural workshop session is scheduled with Swiggy’s internal employee community, “Tastes of Swiggy”.

The workshops will be led by Lavazza’s Head Trainer, Abdul Sahiid Khan, and his team who will be demonstrating various methods to brew the right coffee, the right way.

MediaNews4U spoke to Rachna Anbumani, Vice-President – Marketing, Lavazza India about their latest campaign ‘Master Your Brew’

Your thoughts behind the campaign?

Our recent survey, “Productively Brew-ding” showcased some interesting insights on how millennials are missing their coffee breaks with colleagues while working from home. This made us think how we could help coffee lovers not miss those coffee moments while they continue to work from home. This triggered the thought behind the “#MasterYourBrew with Lavazza” campaign. This campaign was launched with an aim of educating employees from corporates across India on the nuances of brewing one’s own cup of Barista-style coffee at home. With most of the corporate workforce working from home due to the pandemic, these one-hour online sessions will help create the ideal workplace coffee experience virtually for employees. The campaign kick-started on 8th May 2020, and the inaugural workshop session was held for Swiggy’s internal employee community, “Tastes of Swiggy”.

“Productively Brew-ding” survey found that 49% of the millennial workforce are missing their morning coffee with their colleagues.” What are the other ideas for this workforce to share a cup of coffee with their friends & colleagues?

Coffee is both a productivity enabler and a companion for our millennial generation. With the current scenario, the millennial workforce does tend to miss the time they spend with their colleagues over a cup of coffee.

In order to bridge this gap we came up with “#MasterYourBrew with Lavazza” campaign. Our objective was to create perfect coffee moments for the attendees of these sessions, even while they are apart, with the perfect coffee made the right way with their colleagues. The idea behind this was not only to help the workforce connect over coffee just like they do at work, but also to cheer them up and help them learn the art of making Barista-style cup of coffee and recreate it in their homes and unleash their inner Baristas.

The workshop was kick-started with Swiggy, any reasons? Other companies in the pipeline?

Swiggy happened to be the first company that said yes to host the first session on the #MasterYourBrew with Lavazza Campaign. It was ideal as we conducted the first session for their ‘Tastes of Swiggy’ internal community who know and appreciate a good cup of coffee. The session was conducted on 8th May and was highly appreciated by the attendees. This reiterates our commitment towards encouraging people to differentiate between a good and a bad cup of coffee, and learn the nuances of what goes into making a good cup of coffee at home. We are currently in touch with other corporates across the country to extend the campaign’s offerings to their employees.

What is the speciality of the Coffee brewed the Italian way?

Espresso: Italian coffee across the world. Espresso is recognised as the ultimate Italian coffee. Its essential features are a compact cream, a full-bodied taste and intense aroma. Drinking an espresso is a complete sensory experience that involves sight, smell and taste.

In this period of lockdown what are your marketing strategies?

Lavazza’s commitment has always been towards extending our services to bring people together for their love for coffee. Amidst the social distancing situation, we are comforting our consumers and engaging with them over social media platforms through interesting activities. In India specifically, we ran a Coffee Lovers Bingo contest on Instagram, which was well received and now our ongoing #MasterYourBrew with Lavazza campaign, we aim to bring employees of companies together for their love for coffee. Moreover, our motto at the moment is to introduce different ways to celebrate the beverage and keep the emotion alive, as coffee definitely brings joy every day in our lives, from the time that one wakes up to a good cup of coffee to start a new day, to the time that we decide to wind down after a tiring day of work and daily chores.

What will be your communication post lockdown to bring back the customers?

We keep our eyes and ears close to our customers, our communication will be tailored to what their needs are. Few campaigns are planned for and the same will be rolled out as the situation unfolds in coming days and months.