Nestlé India

Rashi Goel - Head of Communications Sunayan Mitra - Business Executive Manager- Beverages

McCann New Delhi *Lead Agency

Vibha Gupta - AVP Strategy Planning Jitender Dabas - Chief Strategy Officer Alok Lall - Executive Director McCann Worldgroup Rajat Gulati - Group Business Director Prateek Bhardwaj - National Creative Director

India is a nation obsessed with tea. For every 1 cup of coffee Indians drink, they drink 60 cups of their beloved tea! To gain mass adoption, Nescafé decided to go after the only segment who's daily tea habit wasn't yet cast in stone- Indian late teens. But research after research had shown that Indian teens didn't like the taste of coffee. This case details how Nescafé managed to convince Indian teens to drink coffee everyday, not in spite of its perceived drawbacks, but precisely because of them.