~ NESCAFÉ drops a Spotify-backed Hustle Anthem — a rap track plus films that treat Gen Z grind as culture, not a product claim ~
Mumbai, September 2026: NESCAFÉ has put Gen Z hustle into a soundtrack. With Spotify, the Nestlé India coffee brand has launched a Hustle Anthem — a rap track framed as the audio of young India’s energy, ambition and individuality — then wrapped it in films and creator-led moments so the song travels beyond a single ad cut.
Sunayan Mitra, Head – Powdered and Liquid Beverages, Nestlé India, said young India is redefining hustle: it is no longer only work or ambition, but pursuing what matters in your own way. With the Hustle Anthem, he said, the brand wanted a form native to youth culture — music — and a line that reads as companionship: whatever your hustle, we are with you as you keep creating.
The move marks a stated shift in how NESCAFÉ speaks to Gen Z — from talking about their hustle to empowering it. Creators are meant to add their own voices so the anthem can slip into everyday youth rhythm rather than sit only inside media plans.
Marketing take: When coffee buys a rap track and a Spotify lane, the product is secondary — the brand is renting cultural tempo, and the real KPI is whether Gen Z hums the hustle without needing to see the jar.
The launch leaned culture-first. An immersive brand experience with creators and cultural trendsetters opened the campaign, aiming to spark participation rather than one-way brand talk. Companion films celebrate different hustles — coding, music, art, group study — and the package is running across Meta, Spotify and YouTube for 360-degree reach.
