Chennai, April 13th, 2023: As the people of Tamil Nadu gear up to celebrate the auspicious Tamil New Year, leading coffee company CCL Products (India) Limited is embarking on a unique campaign under their filter coffee brand, Continental Malgudi. In an effort to reconnect people with their rich Tamilian heritage, the brand has celebrated the festival with 1000 Tamilian families. The aim is to inspire people to celebrate the occasion in the most authentic and meaningful way possible.
Last year, the brand stole hearts by showcasing a special recipe – Manga Pachidi – that embodies the festival’s spirit. This traditional dish comprises Raw Mango, Turmeric, Jaggery, Salt, Neem Flower, and Chilly, each with a unique flavour that symbolizes different life experiences. The dish urges everyone to welcome all the sweet, bitter, and sour moments that the coming year will bring because every moment shapes our lives.
This year, the brand went a step further and spread the festive cheer by delivering Manga Pachidi ingredients along with filter coffee samples to 1000 Tamil households across Chennai. From Mylapore to West Mambalam, Nanganullur to Triplicane, Continental Malgudi made sure to encourage people to celebrate Tamil New Year in the most authentic way possible.
The campaign film link – https://www.youtube.com/watch?v=8D9ZYQLmslk
For the people of Tamil Nadu, filter coffee is not just a cup of coffee but an art that’s deeply ingrained in their culture. However, this tradition is losing relevance with the younger generation due to today’s fast-paced and convenient lifestyle. And it is not just the coffee, our rich customs and traditional ways of celebrating festivals are also fading away. That’s why the brand took the initiative to encourage people to celebrate festivals in an authentic way, much like how filter coffee should be prepared – with patience, care, and attention to detail.
Speaking about the campaign, Praveen Jaipuriar – Chief Executive Officer, Continental Coffee said, Tamil New Year is a time of great festivity for the Tamil community, but in the hustle and bustle of modern life, many of our cherished traditions have started to fade away. The pressure to keep up with the fast pace of life often makes it difficult to follow the customs and rituals that have been passed down through generations. Continental Malgudi is a brand which is dedicated to preserve the traditions and that’s why we decided to launch this campaign and remind everyone of the beauty and significance of our rich cultural heritage and encourage them to keep the traditions alive.”
