Nescafe Morning Band: Kick start India's morning

This case study explains how Nescafe, the coffee brand, captured the attention of younger people in India with a song about mornings that appealed to their busy nightlives and need for extra help waking up in the morning.

Nescafe Morning Band: Kick start India's morning

Kunal Malhotra and Ashim Sethi

Campaign details

Brand owner: NestleLead agency: ZenithOptimedia and McCann EricksonBrand: NescafeCountry: IndiaIndustry Coffee, tea, hot drinksChannels used: Mobile and apps, Online video, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Public relations, Radio, Social media, TelevisionMedia budget: 1 - 3 million

Executive summary

This case study describes how the year 2012 saw NESCAFÉ, India's most loved coffee brand, face its toughest struggle yet to find any in-home coffee time. There was a massive gap...

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