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Nescafé
Creating India's Coffee Generation

RAN IN: India (National)

CLIENT
Nestlé India

1. Sana Lairelakpam - Senior Brand Manager

AGENCY
McCann New Delhi *Lead Agency

1. Jitender Dabas - Chief Operating Officer & CSO


SUMMARY

How do you sell Nescafé in a country like India where for every 1 cup of coffee Indians drink, they drink 60 cups of their beloved tea or chai as it's called here. For decades, no coffee brand was able to get true mass usage in India. Until Nescafé arrived at the hard truth. It couldn't convert Indians to coffee-drinkers. It would have to create a new coffee generation.


Hero Medium: TV

Audience: Teens (13-19)

Objectives: Develop, revitalise market (category growth), Gain new customers

Language: English