Nescafé has long been synonymous with a four-note jingle that instantly recalls steaming cups of coffee and nostalgic TV ads. But the brand has just taken a bold step, swapping its signature tune for a full-length rap anthem designed to speak directly to Generation Z.
The latest campaign isn’t just a marketing shift—it’s a statement. Moving beyond product-centric messaging, the 90-second ad follows three college freshmen, each chasing personal dreams while fueled by their coffee companion. The rap jingle, laced with the mantra bana apni duniya (make your world), taps into the hustle-driven spirit of young India.
A Break from Tradition, But Why Now?
For decades, Nescafé leaned on its recognizable audio branding to build recall. A simple melody was enough to trigger associations with morning routines and late-night study sessions. So, why the sudden change?
The answer lies in the evolving Indian coffee market. Nescafé is vying to turn coffee into a daily habit for young consumers in a nation where tea has long reigned supreme. And Gen Z, with its preference for authenticity, ambition, and relatability, isn’t swayed by jingles alone.
This campaign marks a shift towards storytelling. Instead of focusing on taste or aroma, the ad embeds coffee into real-life moments—be it an all-nighter before an exam, a brainstorming session, or a band practice. The approach isn’t just about selling a product; it’s about selling an experience.
Meet the Faces of Nescafé’s Gen Z Campaign
Rather than relying on celebrity endorsements, the campaign builds its emotional appeal through three relatable student archetypes:
- Arav, the academic high-achiever, grappling with the pressure to succeed.
- Vrinda, the environmentally conscious student, dedicating herself to conservation efforts.
- Aveka, the aspiring drummer, breaking stereotypes to pursue her passion.
Each character reflects a different shade of ambition, resonating with a generation that values purpose-driven storytelling.
The decision to highlight these narratives wasn’t incidental. According to Srijib Mallik, EVP and head of McCann Gurugram, the agency behind the ad, the transition from school to college is one of the most defining moments in a young person’s life. Capturing this pivotal phase allows Nescafé to position itself as a companion during moments of change and self-discovery.
The Soundtrack That Signals a Shift
The biggest departure from Nescafé’s usual approach is the rap itself. The lyrics, which emphasize self-made success, align with Gen Z’s entrepreneurial and hustle-driven mindset. Instead of a passive jingle, the music actively engages listeners, making the brand feel more in sync with the digital-native generation.
Mallik explains that while melody remains important for memorability, the goal was to create something that had repeat value beyond the ad. In an age where consumers are bombarded with content, only those that feel authentic and culturally relevant stand out.
And in India, rap isn’t just a genre—it’s a cultural movement. The rise of homegrown hip-hop, fueled by artists like Divine and Naezy, has made rap a powerful medium for youth expression. By leveraging this format, Nescafé isn’t just modernizing its advertising—it’s embedding itself in a cultural shift.
Coffee as a Daily Ritual, Not Just a Beverage
Nescafé’s strategic goal goes beyond branding—it’s about reshaping habits. Unlike traditional coffee ads that highlight flavor notes or brewing methods, this campaign subtly weaves coffee into everyday routines.
Mallik notes that coffee isn’t the focus; it’s the backdrop to life’s defining moments. Whether it’s a caffeine boost before a big test or a break between jam sessions, the beverage seamlessly integrates into the narrative.
This strategy aligns with Nescafé’s global Make Your World platform, which frames the brand as an enabler of ambition rather than just a drink.
Competing in India’s Crowded Coffee Market
The Indian coffee landscape is more competitive than ever. While Nescafé remains a household name, it faces pressure from both international chains like Starbucks and local specialty brands that emphasize artisanal brews.
India’s coffee culture has evolved significantly since Nestlé introduced instant coffee in the 1960s. While older consumers associate Nescafé with convenience, younger audiences have a wider array of choices, from trendy cafés to cold brew subscriptions.
To maintain relevance, Nescafé has had to rethink its positioning. And this campaign makes one thing clear: it’s no longer just selling coffee—it’s selling an identity.
The 90-second commercial is set to run across digital and television platforms, with shorter cuts optimized for traditional TV spots. This multi-platform approach ensures that the narrative remains intact, even within constrained ad formats.
For Nescafé, this isn’t just about one campaign—it’s a reflection of a broader shift. By abandoning its classic jingle and embracing a more immersive storytelling approach, the brand signals a deeper understanding of its audience’s aspirations.
The question now is whether this gamble will pay off. If Gen Z embraces the campaign, Nescafé may have just brewed up a new formula for long-term brand loyalty.
