In a new advertising campaign, Nescafe declares, "Jo banaye, special ban jaaye."

This summer, Nescafe introduced a new campaign. The advertisement demonstrates how simple it is to make a delicious cup of Nescafe Cold Coffee and earn the title of "special one."

Discussion on the campaign "The love for cold coffee is growing in India as many young people are entering the category through cold coffee," said Sunayan Mitra, Head, Coffee & Beverages, Nestlé India. We have observed this trend in places where people consume media outside the home, and we think it offers us a significant opportunity. The issue still exists in the fact that many customers are hesitant to prepare it themselves. Through this campaign, we wanted to illustrate how easily NESCAFÉ can be used to produce a decadent glass of cold coffee as well as how coffee connects family members at home.

According to Ashish Chakravarty, Executive Director and Head of Creative at McCann India, "We decided to show how the young teenage son of the family uses this incorrect perception to his advantage and enjoys the privilege of not having to do laborious household chores in order to dispel the notion that it's difficult to make great-tasting Cold Coffee. By incorporating the well-known and recognizable NESCAFÉ aural branding (Paparapa) into a crucial line of conversation, the movie cleverly exploits it as more than just a musical hook.

In the most recent TV commercial, a little kid cleverly avoids completing household chores in the absence of the family's indispensable housekeeper by making NESCAFÉ Classic Cold Coffee for the whole family. 

McCann India is the company that developed the advertisement.