The Coffee Board of India assigned us the task of international promotions of Indian coffees to get better coffee prices in the world market. Key countries were USA, UK, Germany, Italy, Russia and Japan, all large coffee consuming nations.
At that point, a decade ago, Indian coffees were simply exported in gunny bags with a government stamp. There was neither a brand identity nor packaging nor a unified design template that identified the coffee as having been produced in India. ironically, India has been growing high-quality coffees for almost 400 years and is the seventh largest producer in the world. The coffees grow in 13 geographical regions offering varying profiles in the cup, yet roasters, green bean buyers, grinders, cuppers, mega coffee chains like Starbucks around the world had little knowledge about them.
I scripted this landmark film for Indian coffees for the international markets. Was also an integral part of the film making along with BBP (Bharatbala Productions).
The big idea : COFFEE KARMA – NURTURE THE SEED, SAVOUR THE CUP. In other words, Do good to the seed and the cup will do good to you!
The concept of Karma is truly rooted in Indian soil. Coffee Karma is this divine pattern that percolates through the various facets of Indian coffee growing – when we put love, faith and passion into growing coffees, we get coffees that instill similar feelings in the cup. A journey of promising seed to fulfilling cup through the 7 laws of karma, unraveled the symbiotic relation between nature and man.
This film premiered in Boston in April 2003 and was later showcased at the Cannes festival.
Client : Coffee Board of India
Agency : Lintas Direct