Continental Xtra TVC Celebrates Tamil Nadu’s Cultural Legacy

Continental Coffee, one of India’s leading coffee brands and a subsidiary of CCL Products (India) Limited, has proudly unveiled its latest culturally rich television commercial (TVC) for its instant coffee brand, Continental Xtra. The commercial highlights the deep cultural nuances of Tamil Nadu to resonate with local consumers.

Set in a town in Tamil Nadu, the ad follows Kavitha, a newly married doctor who joins her husband’s joint family. On her first day, Kavitha’s grandmother-in-law, using playful Tamil colloquial language, cheekily questions whether, as a doctor skilled in using injections, she can also make a great cup of coffee. Inspired by her mother’s advice—"the way to an elder’s heart is through a perfect cup of strong coffee in the morning"—Kavitha brews her favourite Continental Xtra Instant Coffee the next morning. As the rich aroma fills the house, family members gather in the kitchen to enjoy her coffee, leaving Kavitha smiling with a sense of accomplishment and a deeper connection with her new family.

"At Continental, our goal is to create brands that are rooted in culture. For our South Indian blend, Continental Xtra, it is crucial for us to understand the local culture of various states and weave these insights into our communication. The new TVC is a step in that direction," says Raja Chakraborty, CMO of Continental Coffee.

The TVC was directed by Anand Iyer and produced by Janrise Consulting. "We wanted to tell a story that resonates with the cultural nuances of Tamil Nadu, where coffee is an integral part of family tradition, and where women are at the heart of every household," said Preetam Patnaik, Head of Marketing at Continental Coffee. "Through Kavitha’s journey, we’ve aimed to capture the warmth and dynamics of family relationships, showing how a simple act like making coffee can become an expression of love, strength, and unity."