Nescafe India Ads

Nescafe has signed bollywood heartthrob Deepika Padukone as their Brand Ambassador in India and has launched a series of advertisements featuring her and the actor Purab Kohli. Till now, they have released two ads, showing the story from the boy's perspective and from the girl's perspective.

From the Boy's Perspective

While entering his flat the guy notices that Deepika is his new neighbour. He's quite excited as well as a litle nervous. He thinks that from then on they would be meeting quite regularly. But, then he thinks what if he's shooed away by his gatekeepers or what if Deepika smashes the door to his face. He concludes that she mixes with a different crowd and probably he does not have any chance. Then he sips on the black coffee and we hear "The bold taste of Nescafe, Switch on the best in you". Then he decides that she's his new neighbour and he's going to ask her out for coffee. He darts across his flat, opens the door, and the screen says, "The action continues" with one cup of hot coffee.

From the Girl's Perspective

Deepika, while entering her flat notices a cute guy residing in the flat opposite to her. She also notices that he has a badminton racket with him. Being the daughter of the Badminton Legend herself (and quite a good player) she thinks to invite him for a badminton game. But then she hesitates thinking that he may turn out to be a psycho stalking her everywhere with a badminton racket or his whole clan might come over. The media might also become too interested. Then she sips on the black coffee and we hear "The bold taste of Nescafe, Switch on the best in you". Then she thinks that she's thinking of 'filmy cautions' and decides to ask him for a badminton game. She darts across her flat, opens the door, and the screen says, "The action continues" with one cup of hot coffee.

In general, the ads are superbly made. Both the ads are about 50 sec long and the protagonists are looking really good, be it the innocent looks of the guy or cute looks of the girl. The star value actually catches audience attention and the brand is shown only towards the end. But the audience would remain calm, listening to the story telling. Picturisation is good and so is the background score, catchy and melodious with a little playful touch.

The ads are clearly targeted to the youth as Deepika is the star attraction but the emotional connection which the ad highlights will appeal to all age groups. It is trying to convey that the 'bold taste' of Nescafe urges people to think straight and not too much into things, urges to 'go out and get it'. Keep aside all prejudices and doubts and 'switch on the best in you'.

Quite a shift from its regular ad connecting a morning with a cup of hot coffee, 'the taste that gets you starting' with no popular public face. Moreover, it showed regular black coffee and not the frothy espresso with milk. It did not show the container or the word 'classic' appended generally at the end of Nescafe. It did not stress on the rich aroma or the purity of beans used. Probably, Nescafe is trying to project that it also makes strong coffee and trying to address that market, the niche once targeted by Bru.

Anyway, the packaging is good and am eagerly waiting to see the rest of the ads.