Advertising in this digital age is changing, and thankfully for good. Storytelling that will stroke your inner chords is taking over the usual product marketing. We came across this very recently in the much talked about Airtel Boss Ad and we are once again witnessing the same with the new Nescafe ad. Interestingly, both the ads have been directed by ad filmmaker, Bollywood director and writer Vinil Mathew.

The country’s biggest foods company Nestle India has been working for some time revamping the coffee brand Nescafe with a new packaging and a fresh ad theme - ‘It all starts with a Nescafe’, ET reported earlier this year. The creative agency McCann Erickson, Delhi had a clear mandate to rejuvenate the brand and make it more contemporary.

Looking at the new ad #ItAllStarts, the agency has definitely rejuvenated the brand. The 2 minute long ad portrays the story of a struggling stand up comedian who also stammers. The story starts with Hussain Dalal enacting as the main protagonist who shares his journey that starts with rejections. While the world rejected him as a comedian, he kept at it and turned his weakness into his strength. Friends, families started supporting him and laughed at his jokes.

Finally he makes it to the big stage as a stand up comedian and makes people laugh. The ad ends with the stand up comedian crediting his success to Nescafe  - “Thank god for coffee. It kept me go go going and kept you a a awake.”

#ItAllStarts exclusive first for social media world

The ad was published on YouTube last Friday (Sept 5, 2021) and has received more than 290K views already. According to Unmetric, the social media brand monitoring product, the YouTube channel has witnessed a big spike after the brand posted the ad exclusively to the online audience.

According to the Video-lysis analysis from Unmetric, the video is the top viewed ad on the channel for last week. Additionally, the latest ad has also grabbed the 5th position in the all time ads posted by Nescafe India on its YouTube page. The screengrab shows the growth stats available till Sept 6th:


The ad has been shared on the brand’s Facebook and Twitter pages. The Facebook page which has 2.2M fans has got a thunderous response with 4281 fans sharing the video on the network. Another 32K people have liked it, with a thousand plus fans appreciating the beauty of the ad.

The YouTube video was also shared on Twitter with its 14.8K followers. While the ad is yet to catch upon the 140 character loving audience, celebrities are already loving it.

The new ad from Nescafe India is a major shift for a brand which had Bollywood actress Deepika Padukone, as the face of Nescafe, along with musicians Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa, and actor Purab Kohli. While the message is clear that one should not give up in life, selecting a standup comedian is an attempt to connect to the digitally equipped millennial audience.

Nescafe has served its coffee strong to the online audience while embedding a social message without being too preachy. Looks like the market leader in the instant coffee category, has got it started all over again to disrupt the Rs.800 crore packaged coffee market, a category devoid of innovation till now.

Disclosure: Unmetric is an advertiser at LI.

Prasant Naidu

Founder and Editor at Lighthouse Insights.

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