Title | SIT DOWN |
Brand | AMALGAMATED BEAN COFFEE TRADING COMPANY |
Product / Service | CAFE COFFEE DAY |
Category | A09. Best Use of Music |
Entrant | CREATIVELAND ASIA Mumbai , INDIA |
Entrant Company | CREATIVELAND ASIA Mumbai, INDIA |
Advertising Agency | CREATIVELAND ASIA Mumbai, INDIA |
Production Company | EQUINOX FILMS Mumbai, INDIA |
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 |
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.
The soundtrack used in the film is a completely original score, composed solely for the purpose of this commercial.