Nescafé has launched a campaign titled ‘Badal life ki raftaar’ (change the pace of life), urging India’s youth to fuel up their dreams. Conceptualised by McCann India, the film aims to connect with coffee lovers across the country and motivate the youth to achieve their dreams, by surpassing all the challenges in life.
The film tells the tale of a girl, who wants to travel to Mumbai for a course. She comes back and finds that her father had not signed the course form yet. When she asks him, he tells her that she can go to another college which is just walking distance from her place. Hearing this, the girl is upset and tells her father that it is not her time to walk, but to run. Seeing her sad, he makes two cups of coffee and tells her that she will have to do that everyday, so as to gather the fuel she needs for her new adventure. Delighted, she takes a sip of her coffee and tells her father that it is strong. He then tells her that it’s just like her and signs the form for her.
Sunayan Mitra, head, coffee and beverages, Nestlé India, said, “With hard work, determination and resilience, one can achieve unimaginable heights and Nescafé has always been a purposeful ally that inspires youth in their journey. Through this campaign, we want to urge the youth of our country to continue to dream big, equip themselves with relevant tools to succeed, and then realise the dream through hardwork and persistence. The sky is the limit as the youth changes the pace in their lives as they move into college and the workplace, kickstart new goals and keep on moving ahead with resolve, optimism and positive actions.”
Ashish Chakravarty, executive director and head of creative, McCann India, said “Youngsters, when they move on to a new phase in life, like from school to college, often want to do more on their own, make more use of their newfound freedom, and spread their wings. Parents naturally approach such situations from a protective mindset, despite knowing that it’s time to let go. This gets even more interesting when it’s a father-daughter relationship. This film uses the nuances of this unique relationship to bring in Nescafé as a life lesson given by the father to the daughter at this crucial juncture in her life, positioning it as her step-up fuel to Badal Life Ki Raftaar. It was important to keep the storytelling authentic, which reflected in our choice of casting and dialogues that made this story come alive in a most natural and memorable manner.”
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