New Delhi: Tata Coffee Grand, a packaged coffee brand from Tata Consumer Products, honors Tamil Nadu’s rich coffee culture with a new musical campaign for International Coffee Day. The anthem, titled “The ShikShikShikPaatu,” features renowned Tamil composer Santhosh Narayanan and the captivating vocals of Dhee, capturing the essence of grand mornings in Tamil Nadu.
Produced by Lowe Lintas Bangalore, the campaign celebrates the authentic sights and sounds of Tamil Nadu mornings. It showcases elements like the splash of water in courtyards, the drawing of kolam, the chime of bharatanatyam anklets, and fishermen’s chants, all harmonized with the catchy “ShikShikShik” — the signature sound of Tata Coffee Grand.
This vibrant anthem beautifully fuses Santhosh Narayanan’s rhythmic composition with Dhee’s powerful vocals, marking their first collaboration with Tata Coffee. It offers a contemporary tribute to Tamil Nadu’s lifestyle, appealing to both music and coffee enthusiasts alike.
Talking about ‘The ShikShikShikPaatu’, Puneet Das, President – Packaged Beverages, India & South Asia, Tata Consumer Products, stated, “We are thrilled to partner with the iconic duo of Santhosh Narayanan and Dhee to bring forth this captivating coffee anthem, a melodious celebration of Tamil Nadu’s enduring love affair with its coffee. Music has the power to convey emotions and narrate stories, making this collaboration an innovatively impactful one to pay tribute to a state where every day feels like ‘Coffee Day’. An ode to a culture, its people, and their deep passion for their morning cup of coffee!”
“This memorable musical anthem is built around the signature ‘SHIK SHIKSHIK,’ sound of Tata Coffee Grand viz the sound of the flavor locked decoction crystals that is created by shaking the coffee pack. Through music and memorable local visuals, we pay homage to a culture where every morning is fueled by Coffee. With Santhosh Narayanan’s soulful music and Dhee’s brilliant voice, we believe this song will stir the hearts of coffee fans across the region!” he further added.
Dhee shares her excitement at the launch, stating, “This was my first-ever brand partnership, and I couldn’t be more thrilled! I absolutely love how the song turned out, especially how it celebrates Tamil Nadu’s rich culture, sounds, and deep-rooted love for coffee. That connection is really special to me. I hope everyone enjoys listening to it as much as I enjoyed creating all the ‘ShikShikShik’ moments!”
Santhosh Narayanan adds, “Creating this song for Tata Coffee Grand was an absolute joy! I especially loved weaving together the unique morning sounds of Tamil Nadu into one track. For me, it’s a true celebration of our culture, with coffee at the heart of it. I hope people fall in love with all the ‘ShikShikShiks’ and ‘Thilladis’ and keep playing it on repeat!”
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