Nobacco Campaign @ Cafe Coffee Day Outlets Objective: Awareness of Nabacco to Desired TG No of Cafes: 200 Campaign Duration: 2 months

1. ranjit.kakade@coffeeday.com
8149908159

2. • India's largest coffee conglomerate,
Coffee Day Global Ltd is the largest
youth aggregator when it comes to offline.
• Pioneer of the café culture and the first
to launch the ‘coffee bar’ concept in India
• Network strength: Over 1530 cafés in
207 cities/towns across India and growing
• Average Footfalls: 200-250 per café per
day

3. Café Coffee Day Network
of 1530+ cafes across India
185 cafes
64 cafes
172 cafes
191 cafes
Network spans in
208 Cities.

4. • Average dwell time at café: 45 minutes
• Meeting place for 15-35 year olds
• The place they frequent most after “home and
workplace/college”
• A place where they meet friends and colleagues,
in groups of 3 or more
• A place where they rejuvenate and are free to
be themselves rather than a place to be “seen at”
Why Advertisers promote at CCD?

5. Who hangs
out at CCD?
• Research shows that while a part of our customers
come to us for our products, a substantial amount of
our customers come to “hang out” with friends.
• The café is also the venue for “business meetings”
(39%),“celebrating special occasions” (13%) or
just plain “hang out” (48%).

6. Hangs out at
cafes/malls
Looking for a
good lifestyle
Looking for a multiplicity of
experiences
Seeks 'feel-good factor'
and expression of identity
through choice of brands
consumed. But is also
value conscious
Likes to be seen
at the right placeSocially Active
Profiling the CCD’ian
Strong voice in
household purchases
Consumption areas: Personal
clothing & accessories,
food, entertainment,
consumer durables
Make consumption
related decisions in
company of friends
Tech Savvy
Influencers: Peer
group, workmates

7. NOBACCO
@
Café Coffee Day

8. Campaign Summary
Campaign Objective To Create awareness about NOBACCO
Campaign Duration: 2 Months
Scope Of Cafes: 200
GEO: Mumbai, Delhi & Bangalore
Campaign Dynamics:
•Table mat, Bill Counter Unit, Cup Tags & Leaflets to communicate the how
Nobacco will help you quit smoking.
• The projected TG was between age group of 25 to 45.

10. Theme Based Idea
As quiting smoke is not instant activity for addict, so the idea of
#quit at your own pace campaign is to communicate how Nobacco will
help smoker to Quit smoking at his own pace.
Promos had played at CCD appealing Addict, if they are confronting any
hindrance in quiting smoking, Nobocco team is there to help them.
They can directly talk to the Nobacco expert team.
Smoker can Download a App to monitor progress on Quitting Smoke.

11. Collateral Based Idea
Table mat
branding used to
promote Nobacco
to get maximum
attention.

12. Collateral Based Idea

13. Collateral Based Idea

14. Collateral Based Idea

15. NOBACCO Promo On DSN
Nobacco promo had been played at
100 café coffee day outlets to make
awareness about quit smoking
campaign.
 Branding Options:
-10/20 Second Spots
-Roadblock
-Static Wraps on DSN

16. A lot more can happen over coffee…
Thank You..!!
ranjit.kakade@coffeeday.com
8149908159