Tata Coffee Grand celebrates Tamilnadu mornings with Shik Shik Paatu

Delhi: Tata Coffee Grand, the packaged coffee brand from the house of Tata Consumer Products, aimed to pay an ode to the culture and deep - rooted coffee heritage of Tamil Nadu by unveiling a new musical campaign on International Coffee Day. 

The new coffee anthem – ‘The Shik Shik Shik Paatu’ is created by the Tamil composer Santhosh Narayanan featuring Dhee’s vocals which bring alive the grand mornings of Tamil Nadu in all its glory. 

The musical, brought to life by Lowe Lintas Bangalore, celebrates the authentic sights and smells of Tamil Nadu’s mornings across various landscapes that make each day truly grand.  The rhythmic splash of water in courtyards, the drawing of kolam, the distinctive chime of bharatanatyam anklets and thandatti earrings, the fishermen chants in the morning breeze, are all woven together melodiously, set to the beat of ‘Shik Shik Shik’ - the sound of Tata Coffee Grand. This anthem invokes Tamil Nadu’s unmatched love for its morning cup of coffee. 

Talking about ‘The Shik Shik Shik Paatu’, Puneet Das, President - Packaged Beverages, India and 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!

Dhee shared 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 ‘Shik Shik Shik’ moments!"

Narayanan added, "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 ‘Shik Shik Shiks’ and ‘Thilladis’ and keep playing it on repeat!"