Dec 12 2012
Shares Sajan Raj Kurup, Founder, Creativeland Asia (the agency behind the campaign), "We were brainstorming on various thoughts when a young copywriter at the agency blurted out how there is just too much of standing up (on issues and non-issues) happening all around and whether it's really helping
Movements and the attendant activism/slacktivism are at an all time high. Besides causes noble and just — like corruption and internet censorship, brands too have been galvanizing people via campaigns like Tata Tea's Jaago Re and Idea's ongoing social endeavours. In this stand-up for anything scenario, the country's largest café brand Café Coffee Day has opted to take a contrarian stance — many say a risky proposition — and chosen to 'sit down' in its first ever TV commercial in 16 years. Shares Sajan Raj Kurup, Founder, Creativeland Asia (the agency behind the campaign), "We were brainstorming on various thoughts when a young copywriter at the agency blurted out how there is just too much of standing up (on issues and non-issues) happening all around and whether it's really helping.