NESCAFÉ has partnered with Spotify to launch its new “Hustle Anthem”, a rap track positioned as a soundtrack to the energy, ambition and individuality of young India.
The initiative brings together different expressions of the “hustle”, including late-night study sessions, creative pursuits, coding, music, art, entrepreneurship and group study. NESCAFÉ said the campaign is aimed at strengthening its long-standing connection with youth by taking its brand presence deeper into music and contemporary youth culture.
The launch was led by an immersive brand experience involving creators and cultural trendsetters, with the initiative designed to encourage participation and conversation among young audiences. Films showcasing different forms of hustle are being promoted across Meta, Spotify and YouTube as part of a 360-degree cross-platform campaign.
Sunayan Mitra, Head – Powdered and Liquid Beverages, Nestlé India, said young India is redefining the meaning of hustle and that the anthem seeks to capture the spirit through a format native to youth culture — music.
In Kolkata, the campaign could strengthen NESCAFÉ’s engagement with the city’s sizeable student, young professional and creator communities, where digital entertainment and music-led content are increasingly important avenues for youth-focused brands.
The initiative marks a shift in NESCAFÉ’s approach to Gen Z, moving from speaking about their hustle to positioning itself as a brand that supports and empowers their individual pursuits.