Nescafé has rolled out a campaign ‘Thoda Aur Machaa’ (slay a little more), for its ready-to-drink cold coffee brand. Conceptualised by Lowe Lintas, the films shed the spotlight on the Gen Z heroes who have made an impact in society in small, but necessary ways.
Each of the three films features a real life animal activist, a young girl who teaches self-defence to underprivileged kids, and a guy who organises clean-up drives. Towards the end of each film, a woman is seen greeting the protagonists and offering them a can of Nescafé’s cold coffee, as a reward for their work.
Mehernosh Malia, head– dairy business, Nestlé India, said, “There is a change happening and Nescafé RTD cold coffee is celebrating this. The Gen Z in India today are not walking the beaten path. They are truly being the change they want to see. We are super-inspired by the real stories of these young heroes. There are 100s of such stories - Malhar, Zabi and Rayna are the first stories amongst them that we would like to share with you.”
Prateek Bhardwaj, chief creative officer, Lowe Lintas, Gurugram, said, “Stimulation and indulgence- for us Nescafé RTD cold-coffee’s product truth was in those two words. Indulgence is the reward for your hard work. While stimulation lent by coffee is the push to go forth! In a very refreshing, clutter-breaking format Nescafé RTD cold-coffee encourages the youth to ‘continue rocking a little more’.”
The campaign will be rolled out across digital, social media and OTT.