SIT DOWN

TitleSIT DOWN
ClientAMALGAMATED BEAN COFFEE TRADING COMPANY
Product / ServiceCAFE COFFEE DAY
CategoryA09. Retail Outlets, Fast Food Outlets & Restaurants
EntrantCREATIVELAND ASIA Mumbai , INDIA
Entrant Company CREATIVELAND ASIA Mumbai, INDIA
Advertising Agency CREATIVELAND ASIA Mumbai, INDIA
Production Company NIRVANA FILMS Bangalore, INDIA

Brief Explanation

Cafe Coffee Day (CCD), is India's largest coffee chain, with more than 1400 cafes across the country. It is also the country's largest hangout, where more than half a million young Indians drop in daily. This is CCD's first-ever film in its 16-year existence. The challenge was to create a TVC that would appeal to all its patrons around the country. Instead of creating a mere film, CCD provided a platform by simply asking its patrons to 'Sit Down' to share and discuss things that matter to them. The TVC intelligently combines two contrarian cultures. One, the café space. And the other, the social media space. The storyline of the TVC shows how a bunch of youngsters started a movement call sit-down by self-recording videos across various CCDs across the country to the self-anthem and then posting it via various avenues on social media. The central message of the TVC being to stop rallying or standing up against things, and instead Sit-down talk over a cup of coffee and find a way forward. Over 130 social-media profiles were used. Live posts were diligently crafted and created to become the framework of the TVC.

Creative Execution

The soundtrack used in the film is a completely original score, composed solely for the purpose of this commercial.

Credits

Name Position
Sajan Raj Kurup Chief Creative Officer
Vikram Gaikwad/Anu Joseph Executive Creative Director
Huzefa Kapadia Creative Director
Sajan Raj Kurup/Akhsay Rajpurohit/Huzefa Kapadia/Anu Joseph/Sanket Avlani Copywriter
Sanket Avlani/Pooja Jadav Art Director
Jay Gala Agency Producer
Jeenal Patel Account Supervisor
Balaji B Advertiser's Supervisor
Manoj Shroff Producer
Ram Madhvani Director
Komal Editor
Pixion Post Production
Mikey Mcleary Music
Priyanka Kurup Planner
Priya Sethi Cinematographer
Priya Sethi Director Of Photography
Pixion Editing Company