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Tag: Nescafe

  • Launched a 3-part video series

    Nescafé RTD celebrates Gen Z heroes in new campaign

    By Our Staff

     

    Nescafé Ready-To-Drink (RTD) cold coffee has launched a new campaign “Thoda Aur Machaa”. Through a three-part video series the campaign brings forth stories of real Gen Z heroes who believe that their actions and attitude can make a meaningful impact.

     

    On being part of the campaign with Nescafé RTD cold-coffee, Malhar Kalambe, the 23-year-old founder of NGO ‘Beach Please’ said: “The most prominent type of waste we come across during our clean-up drives is plastic packaging. I’m glad that brands like Nescafé RTD are plastic neutral and are taking greater strides towards sustainability.”

    https://www.youtube.com/watch?v=RNOxag5KHTk

  • McCann India bagged a Grande for its entry Dead Hours by Nescafe in the Promo Lotus category

    McCann wins big at Adfest, bags sole Grande for Nescafe

    By A Correspondent

     

    McCann Worldgroup India dominates Adfest 2017 with a Grande Lotus, two golds, one silver and four bronze at the Adfest 2017 Awards held in Pattaya Thailand. McCann is the only agency from India to win a Grande in 2017.

     

    Adfest announced the winners for all the categories and McCann India bagged a Grande for its entry Dead Hours by Nescafe in the Promo Lotus category, the same campaign won a Gold in Radio and Silver in Direct Lotus category. The campaign for Dettol titled Germbursters won a Gold in the Media category.

     

    The Dancing Letters campaign done for Maharashtra Dyslexia Association won a Bronze in Design Lotus category and Pet Adoption campaign titled Cat, Dog & Rabbit for World for All won two bronze in Outdoor and Press Lotus. The campaign titled Paresh for Ixigo won a bronze in the radio category.

     

    Commenting on the win, Prasoon Joshi CEO and Chief Creative Officer McCann India said: “We at McCann have a worldwide culture of great creative work and we are really proud of the work we have done on Dettol and Nescafe. This was only possible because of great team work and the trust our client partners have in us.”

     

  • Tune in to #StayStarted mornings, with RJ Rishi

    Nescafe joins hands with Red FM for new Nescafe TVC

    By A Correspondent

     

    93.5 RED FM would be seen as an integral part of Nescafe’s new ad campaign #StayStarted which urges listeners to never give up. As part of the campaign, Red FM is initiating a morning show from 5:30–7 am in 10 cities (Delhi, Mumbai, Kolkata, Ahmedabad, Pune, Jaipur, Guwahati, Indore, Lucknow and Kanpur) wherein RJ Rishi will invite listeners to speak their heart out on the show. The show will go live from September 1, 2016 onwards.

     

    The TVC portrays story of RED FM RJ Rishi who is hosting an early morning show from 5:30– 7 am wherein the struggle is to find listeners who’ll hear him as no one wakes up so early. Still he steps in the studio with a bright smile on his face every day in a hope that someday listeners will call and talk to him. Despite luring his audience with free passes, vouchers, ajmera birthday hai, all his attempts are futile eliciting no response from the audience. But, undaunted, RJ Rishi goes on, “But no tring-trong… I’ll play the next song.” One day, while sipping Nescafe, a thought strikes his mind and tables turn hereon. He transforms shows weakness into its strength by realising that everyone would want to talk when no one is listening and starts focusing on this proposition and invite listeners to share their stories as no one is listening. To his surprise, it works and his phone starts ringing with listeners calling from everywhere pouring their hearts out… venting out their frustrations against the boss, seek apology from someone, profess love, and so forth. RJ Rishi has succeeded in his endeavour to garner a response from his listeners!

     

    Speaking on the occasion, Nisha Narayanan, COO, 93.5 Red FM said, “Red FM has always taken initiatives to inspire the youth and encourage them to stay motivated and it feels great to collaborate with brands which echoes a similar sentiment. While the idea has been conceptualised by Nescafe’s creative agency, we are thrilled to be a part of the campaign. This is a great opportunity to get closer to our listeners and encourage them to constantly take initiative to peruse their goal. The TVC campaign has been released on various multi-media platforms to ensure high reach and generate conversations around staying undefeated with #StayStarted campaign. Both Red FM and Nescafe enjoy a special place in the hearts of youngsters and we are confident on the success of this collaboration.”

     

     

  • Nestle is one of the biggest advertisers in India, spending over Rs 400 crore on advertising a year. Its ad spend on Maggi brand alone is estimated at over Rs 150 crore, according to industry insiders

    Nestle replaces Maggi ads with Nescafe & KitKat commercials, to lose about Rs 10 crore

    By Pritha Mitra Dasgupta & Shramana Ganguly

     

    Nestle India stands to lose advertising inventory of about  Rs 10 crore due to Maggi recall despite its move to air commercials of Nescafe or KitKat in all advertisement slots booked for the instant noodles brand, broadcasters and media planners say.

     

    “The channels have been told to subtly replace Maggi ads with Nescafe and KitKat commercials,” a senior media planner said. “But despite this attempt to recover as much inventory possible, Nestle will have to let go of advertising inventory worth  Rs 8-10 crore,” the person said on the condition of anonymity.

     

    On Saturday, Nestle notified broadcasters and other media houses in India to stop publishing Maggi ads from Sunday. While the Swiss company has stopped digital advertising for the brand as well, it is using various social media platforms liberally to sell its side of the story to Indian consumers.

     

    A Nestle India spokesperson said that while the firm has taken action to stop Maggi ads, “you may see a few since changing the programming pipeline could take a little longer”.

     

    Nestle is one of the biggest advertisers in India, spending over  Rs 400 crore on advertising a year. Its ad spend on Maggi brand alone is estimated at over Rs 150 crore, according to industry insiders.

     

    Publicis Worldwide is Maggi’s creative agency, while Zenith-Optimedia handles the brand’s media buying and selling activities. The digital mandate of Maggi is handled by GroupM’s Maxus. Sources in these agencies said that Nestle stopped airing Maggi Oat Masala noodle commercial featuring actor Madhuri Dixit right after the scandal broke.

     

    In February, Maggi had launched a campaign, ‘Khushiyon Ki Recipe’, which was on air till Saturday despite Food Safety and Standards Authority of India (FSSAI) dismissal of Nestle’s defence about the brand embroiled in controversy over excessive lead content and mislabelling on MSG.

     

    Nestle has now instructed channels to take these commercials off air.

     

    Meanwhile, Ahmedabad-based Consumer Education Research Centre (CERC) is contemplating legal action to push Nestle to do corrective advertising across print and television space.

     

    “Considering Nestle advertisements have been misleading the consumers, they ought to engage in corrective advertising to tell the consumer in as many words about what is factually correct,” said Pritee Shah, chief general manager at CERC and a member of an inter-ministerial monitoring committee for misleading advertisements under the ministry of consumer affairs.

     

    G Gurucharan, additional secretary (consumer affairs), too, had recently stated that Nestle could be asked to put out corrective advertisements.

     

    Shah said that considering Nestle has been misleading the consumer about the health aspect of Maggi, it should redo its commercials. In addition to lead and MSG, the firm needs to clarify that one helping of Maggi is not equivalent to three chapatis as claimed by one of its ads, he said.

     

    Source:The Economic Times

    Copyright © 2015, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • In AdStrat, we bring you the strategy and execution of an ad given the creative brief given by clients

    AdStrat – Nescafe Cold Coffee

    Haresh Nayak, Managing Director, Posterscope Group India

    1. Name of the Campaign

    Nescafe Cold Coffee Campaign

     

    2. The Brief

    The Task was to give Nescafe outdoor a new and fresh look for the summers keeping in mind the existing Cold Coffee TVC on air.

     

    3. The thought process behind the creative

    With Deepika Padukone as brand ambassador of Nescafe the outdoor campaign was an attempt to highlight the COLD aspect of Nescafe. The creative were fresh and bright blue in color connoting Cold. It highlights Deepika Padukone with an appetizing glass of cold coffee with a clear cut message “Enjoy Nescafe Cold Coffee”. The idea was also to link it with our existing Nescafe cold coffee TVC that was on air in which Deepika does a jig and shakes it and makes her cold coffee.

     

    4. Media vehicles chosen

    Outdoor

     

    5. Key issues kept in mind while executing the ad

    The messaging had to be very direct. The whole layout should give a cold effect. It should be on the lines of the existing Nescafe TVC.

     

    6. Does the treatment do justice to the brief?

    Yes, it does

     

    7. What according to you is the differentiating factor about the ad?

    The messaging was very direct so one glance would make the viewer recall the Nescafe TVC and also it would work in isolation if he has not seen it.

     

    8. Market and client feedback

    Nestle was quiet happy with the outdoors as they were eyecatchy and the messaging was very direct.

     

    Compiled by Shubhangi Mehta