Transitioning from school life to college is a big challenge, especially when you’re far from home, and there’s no one around to guide you through those formative college years. This is where Nescafé Classic, an instant coffee brand from Nescafé India, positions itself in a fresh and relevant way. The new advertisement, created by McCann Worldgroup, is just a minute-and-a-half long and follows the lives of three college freshers.

Each of these students is pursuing different dreams and goals in their first year of college. The first student is determined to become the topper of the year. The second one has a more creative aspiration: building a comfortable box for sparrows to come, sit, and eat. The third fresher aspires to join the college band as a drummer in her very first year. Nescafé Classic makes several appearances throughout the advertisement, becoming the go-to beverage for these three students as they embark on their journey to achieve their college dreams. As each of them succeeds in accomplishing their goals, Nescafé Classic is right there with them, symbolizing the moments of success and perseverance.

In the background, there’s a catchy jingle that plays throughout the ad, which is a pleasant surprise. This is especially notable because jingles were becoming less common as ad lengths started to shrink to just 10 seconds. Over the past month and a half, brands like Maaza and Coca-Cola have also jumped on the jingle trend, further emphasizing its return in modern advertising.

This isn’t the first time Nescafé India has used college or academic settings in its advertisements. In fact, Nescafé’s earlier “Badal Life Ki Raftaar” campaign also prominently featured college life and students transitioning into their higher education years. In that campaign, Nescafé positioned itself as a pivotal actor in the lives of students as they made the shift from school to college.

Through these campaigns, Nescafé India has consistently tied its brand to the experiences of young people as they navigate the challenges and opportunities of college life. Whether it’s through the stress of studying for exams or the excitement of new social experiences, Nescafé has established itself as a companion to students during these crucial, transformative years. The brand understands that these are moments filled with uncertainty, ambition, and the desire to find one’s place in the world, and Nescafé positions itself as the beverage that helps fuel this journey.

By focusing on the universality of college experiences, Nescafé’s ads continue to resonate with young adults who are going through similar transitions. The blend of relatable scenarios, the familiar taste of coffee, and the energetic jingle all work together to create a memorable message that connects with viewers emotionally.

The ad not only highlights the importance of caffeine in the daily lives of students but also subtly promotes the idea that success, no matter how big or small, can be achieved with a little help from Nescafé Classic. It’s about being there for those moments when you need a boost, whether it’s to study for an exam, focus on a creative project, or build the confidence to pursue a new opportunity.

Nescafé Classic has, over time, become a symbol of perseverance, energy, and achievement. As the college fresher’s journey unfolds in the ad, Nescafé serves as a reminder that even in the face of challenges, there’s always room for a moment of respite, a little motivation, and the warmth of a comforting cup of coffee.

As the campaign continues to resonate with students and young adults, it also reinforces Nescafé’s commitment to being a brand that is not just about selling coffee but about being a part of life’s important moments. It reflects the brand’s understanding of the student experience and positions itself as a reliable companion throughout the college journey, offering both energy and support.

The ad’s heartwarming narrative, combined with the return of jingles and the familiar college backdrop, showcases Nescafé Classic as a beverage that accompanies students on their personal and academic journeys. It underscores the brand’s long-standing connection to student life, blending nostalgia with modern relevance to build an emotional connection with its audience.

Through these campaigns, Nescafé continues to prove that it is more than just a cup of coffee—it’s a symbol of progress, ambition, and the excitement of new beginnings. Whether you’re studying hard for exams, trying out something new, or simply enjoying the small victories along the way, Nescafé is always there to be part of your story. By capturing the essence of college life, Nescafé is able to connect with young people, reinforcing its role as an essential part of their daily lives.

Nescafé’s consistent use of college and student life as its advertising theme is a strategic choice, ensuring that the brand stays relevant to its core audience. The emotional resonance that comes from watching students succeed in their goals, with Nescafé Classic by their side, is what makes these ads memorable. By linking the brand to success, energy, and ambition, Nescafé has built a strong bond with its audience over the years. This connection only grows stronger with each new ad that comes out.

Nescafé Classic continues to be the beverage that fuels not just college students but anyone chasing their dreams. It serves as a reminder that with the right support, focus, and determination, anything is possible. The ad ultimately shows that Nescafé isn’t just about coffee—it’s about embracing the challenges and triumphs of life, with a comforting cup of coffee in hand to keep you going.

Author: kashish ghosh