Tata Coffee Grand Launches ‘The Shik Shik Shik Paatu’ Anthem on International Coffee Day
This International Coffee Day, Tata Coffee Grand is celebrating the rich coffee heritage of Tamil Nadu with the launch of a new musical campaign titled ‘The Shik Shik Shik Paatu’. Composed by renowned Tamil music director Santhosh Narayanan and featuring the vocals of Dhee, the anthem pays tribute to the grand mornings of Tamil Nadu, where coffee plays a central role in daily life.
The musical, created by Lowe Lintas Bangalore, captures the essence of Tamil Nadu’s morning routines. From the rhythmic splash of water in courtyards to the sound of bharatanatyam anklets, fishermen chants, and kolam drawings, the anthem beautifully blends local sounds with the signature ‘Shik Shik Shik’ of Tata Coffee Grand, invoking Tamil Nadu’s deep love for its morning coffee.
Puneet Das, President of Packaged Beverages at Tata Consumer Products, expressed excitement about the collaboration with Santhosh Narayanan and Dhee, describing the anthem as a "melodious celebration" of Tamil Nadu’s coffee culture. Dhee shared her joy, calling it a special project that celebrates the state`s rich culture and love for coffee.
Santhosh Narayanan, in turn, expressed his delight in creating the anthem, describing it as a true reflection of Tamil Nadu’s vibrant morning traditions, all centered around coffee.
This contemporary coffee anthem promises to resonate with music lovers and coffee fans alike, celebrating Tamil Nadu’s deep-rooted coffee culture in a unique and soulful way.
