NESCAFÉ Sunrise's New Campaign Strengthens Bonds with Morning Togetherness

In a move to deepen its connection with the Tamil Nadu market, NESCAFÉ Sunrise has unveiled its latest heartwarming campaign. The brand, known for its dedication to inspiring moments of togetherness, is leveraging its understanding of South Indian households to highlight the essential role of coffee in their lives.

Developed in collaboration with BBH India, the campaign centers on showcasing how NESCAFÉ Sunrise enhances relationships and bonds within couples. The core message revolves around the brand's granulated coffee's rich aroma, which acts as the catalyst for special moments every morning. The TV commercial aims to position NESCAFÉ Sunrise as the ultimate choice for kickstarting the day on a positive note.

With a keen focus on the aspirations of the women in these households, the campaign taps into the desire for equal, love-filled marriages. These women, who prioritize their families wholeheartedly, often neglect taking time for themselves. In line with this insight, the TVC portrays a gesture of love from their partners, who step in to provide a breather from their busy morning routines. This small act goes a long way in reinforcing their bond, setting the stage for a fantastic start to the day.

Sunayan Mitra, Director of the Coffee and beverages business, emphasized the role of NESCAFÉ Sunrise in fostering togetherness and gratitude. Drawing on the strong coffee culture prevalent in the southern part of India, Mitra highlighted how NESCAFÉ Sunrise has been a staple for families for over four decades, playing a vital role in their lives.

Radhika Burman, Senior Vice President and head of Delhi at BBH India underlined the campaign's focus on appreciation and love as pillars of strong relationships. The campaign's narratives consistently bring relationships and togetherness to the forefront, ensuring the brand remains a cherished part of consumers' daily lives.

Directed by Ashwathram, the TV commercial authentically captures the essence of a Tamil household, showcasing the connection between coffee and the couple's bond. The campaign, set against the backdrop of a typical Tamil home, resonates with audiences due to its relatable portrayal of relationships and the cultural significance of coffee in the region.

This captivating campaign is not confined to television alone. NESCAFÉ Sunrise is extending its reach through prominent digital channels, allowing the message to spread across various platforms. The campaign's unique approach, celebrating love, appreciation, and togetherness, is poised to create a lasting impact in the hearts and minds of South Indian households.