That first step into college life can feel like leaping into the unknown. Without parents to guide you or teachers who know your name, who helps you find your way? According to Nescafé Classic’s heartwarming new campaign, the answer might be in your coffee cup.
McCann Worldgroup’s latest 90-second spot for the instant coffee brand follows three freshmen navigating their inaugural college challenges. We meet an ambitious student aiming for top grades, a compassionate nature lover crafting a birdfeeder, and a determined young woman auditioning for the college band. Their companion through every late-night study session and early morning practice? A steaming cup of Nescafé Classic.
What makes this ad particularly refreshing is its revival of the classic advertising jingle – a nostalgic element that’s become increasingly rare in today’s landscape of brief 10-second spots. Nescafé joins Maaza and Coca-Cola in bringing musical storytelling back to Indian advertising.
This isn’t Nescafé’s first time positioning itself as a college life companion. Their previous “Badal Life Ki Raftaar” campaign similarly featured the brand as a catalyst for student transformation. By consistently targeting this pivotal life transition, Nescafé has established itself as more than just coffee – it’s become a symbol of independence, persistence, and the small daily victories that build a college experience.
