Chennai: Levista Coffee, one of India’s youngest Coffee brands has taken the legacy approach to reinstate its position in India’s growing Coffee market. The brand unleashed a new Commercial in tune with “Vocal for Local” which was first started by the Hon’ble Prime Minister of India Shri. Narendra Modi during his latest address to the nation.
Conceptualised and executed by B+ve Communications, Chennai, the 30-second visual treat encapsulates the beauty of Coffee from Crop to Cup, something that the Brand’s Vice President Mr. S. Shriram has been insisting from the time he joined the parent company SLN Coffee in January 2020.
Says Shriram, “Levista is one of the few Coffee Brands in India and perhaps elsewhere in the world which can identify the soil which grows its coffee. I was greatly impressed by the Prime Minister’s message to our countrymen to support Indian brands in this utmost need of the hour as the world reels under this unfortunate once in a lifetime Corona crisis. So we decided to make a tribute to the brand who’s history and legacy spans over 60 years”.
SLN Coffee has been in the Coffee cultivation business since the 1950s when the founding family purchased lands in the erstwhile Mysore region, now popularly known as Kodagu or Coorg District. Over the decades, the Promoter family has expanded their interests in coffee such as trading, exports, and naturally with forwarding integration by creating the brand “Levista Coffee” in the year 2017.
Levista Instant, as well as Filter Coffee, is popular across South India, especially in Karnataka, Tamil Nadu, and Puducherry. Available in variants that suit the taste buds of discerning coffee lovers, such as Strong (60% Coffee and 40% Chicory), Premium (80% Coffee) and Classic (100% Coffee), Levista is available at 27,000 retail points across India through General Trade (Kirana Stores) as well as Modern Trade Retailers such as Reliance, More, Metro, Amazon, Flipkart, Big Basket to name a few.
With more than 2/3rds of India’s workforce continuing to Work From Home, Hot beverages as a category have seen an uptick in Sales during the lockdown period that commenced on 25 March 2020 according to Shriram. “More time spent at home naturally means more consumption. While at work, we don’t remember the number of cups of coffee and tea that we consume. So, WFH ensues a similar pattern or perhaps a tad extra and in South India where Coffee is the most commonly preferred beverage, consumers cannot get enough of their favorite cuppas.”
The new commercial will be used extensively online and will establish Levista as one of the very few credible homegrown Indian brands with its roots (literally and figuratively) firmly etched in the soil of the land. The extensive campaign is expected to be amplified across various media through Radio, Cable, Satellite Television, and Digital all through the month of June signs off Shriram.
