| Title | HOW NESCAFE REDEFINED A ROLE FOR COFFEE IN THE LIFE OF THE INDIAN YOUTH |
| Brand | NESTLE - NESCAFE |
| Product / Service | NESCAFE COFFEE |
| Category | A03. Long-Term Creative Effectiveness |
| Entrant | McCANN INDIA Mumbai, INDIA |
| Idea Creation | McCANN INDIA Mumbai, INDIA |
| Name | Company | Position |
|---|---|---|
| Prateek Bhardwaj | McCann Worldgroup | Executive VP & National Creative Director |
| Jitender Dabas | McCann Worldgroup | Chief Strategy Officer |
| Ankit Vohra | McCann Worldgroup | Associate Vice President - Strategic Planning |
Nescafe wanted to capture mornings – the biggest battleground for beverages. The beverage that wins the morning battle wins the habit. To make a tea-drinking country have coffee, we identified a generation in need for a daily dose of stimulation, positioned coffee as a cup of resolve and delivered this idea through a campaign making coffee a part of their lives.