McCann's TVC campaign breaks tradition, introducing Nescafé as a daily lifestyle companion for Gen Z

In a dramatic departure, McCann's new TV ad for Nescafé does away with the brand's iconic four note tune and replaces it with a full length rap. This is a new direction for the brand as it tries to position Nescafé not only as a drink but also as a lifestyle friend for India's Gen Z, especially college freshmen.

For decades, Nescafé Indian advertisements have been synonymous with its instantly recognizable musical theme, a catchy but powerful jingle that has provided the soundtrack to millions of moments of coffee. But this campaign diverges from the norm, opting for a more storytelling driven approach in an attempt to create an emotional connection with young audiences.

The 90 second commercial showcases three individual characters, Arav, the studious high achiever; Vrinda, the eco warrior with a social conscience; and Aveka, the wannabe musician. Each of the characters depicts a distinct aspect of youth life, capturing the various aspirations and challenges characteristic of Generation Z today. The key message of the campaign, expressed in the rap line "bana apni duniya" (make your world), strikes a chord with Gen Z's self starting, hustling ethos.

Srijib Mallik, Executive Vice President of McCann Gurugram, emphasizes the emotional significance of this period in a young person's life, "The transition from school to college is one of the most defining moments in a young person's life." With this in mind, McCann created a narrative that reflects the diversity of youth dreams, from academic success to green activism and creative passion.

It's all part of Nescafé's larger strategy of making a daily habit out of drinking coffee in India. The brand has ambitions to make itself a core part of Indians' daily existence.

Let’s have a quick look into the benefits of TVC advertisements:

Reach:

With the help of TV broadcasting, several people can be reached together at an extraordinarily high number.

Visual impact:

The message will become more engaging and memorable with a combination of visuals, sound, and motion; an idea can be communicated pretty effectively through TVCs.

Brand recognition and recall:

The regular broadcasting of TVCs will enhance brand visibility and recognition and thereby facilitate the building of a strong brand identity.

Emotional bond:

The emotional bond through stories is bound to develop a stronger connection with the audience.

If you want TVC advertising campaigns for your brand, then Excellent publicity can help you achieve your objective. For more such advertising news, stay in touch with us.