Deepika Padukone, Purab Kohli, Karan Johar and Vir das – Brand ambassadors
Core TG: 15-30yr old coffee drinkers/ café goers/ non coffee drinkers.
Know Your Neighbors 4 TVCs- Episodic in nature Part 1 Featuring: Deepika Padukone and Purab Kohli Teaser followed up by complete advert Product: Nescafe Classic Tagline: Bring out the best in you TG: Coffee drinking youth Brand premise: liven up every moment in life; positions coffee as a conversation starter/stimulator Competitor: Bru and other beverage brands
4 TVCs- Episodic in nature Part 2 Featuring: Deepika Padukone , Karan Johar and Purab Kohli Product: Nescafe Classic Tagline: One Nescafe Many coffee TG: Coffee drinking youth/café goers Brand Premise: One can do wonders with coffee and prepare café like coffee at home Competitors: Cafes/coffee lounges
My First Cup 2 TVCs Featuring: Deepika Padukone , Karan Johar , Vir Das and Purab Kohli Product: Nescafe My First Cup Tagline: Its time you started TG: Non Coffee drinkers/ occasional drinkers Brand Premise: Urging consumers to try coffee by positioning it as the preferred drink of urban India Competitor: primarily tea drinkers/ beverage consumers.
The lowest hanging fruit would be brands which use celebrities as brand ambassadors. Many celebrities are now reasonably heavy users of Twitter and Facebook. So, imagine Deepika Padukone and Karan Johar furthering the Nescafe storyline on Twitter to their collective 14 lakh plus followers.