Summary
- Campaign: Nescafe “Badal Life Ki Raftaar” (Change the Pace of Life)
- Product: Nescafe Coffee
- Target Audience: Youth in India
- Goal: Position Nescafe as a beverage that helps individuals find focus
Nescafe’s “Badal Life Ki Raftaar” campaign aimed to resonate with the fast-paced lives of Indian youth. The campaign highlighted the importance finding moments of clarity amidst the chaos of everyday life.
The campaign featured a series of short films showcasing individuals caught up in the hustle and bustle of their daily routines. These individuals, ranging from students to professionals, were portrayed living an overwhelming fast paced lives. While Nescafe was positioned as a simple yet effective drink to regain their focus and keep pushing them further to achieve their goals.
The campaign’s tagline, “Badal Life Ki Raftaar,” encouraged viewers to change the pace of their lives. By highlighting the benefits of enjoying a cup of coffee, Nescafe aimed to create a positive association with their product.
