This document summarizes an advertisement for Nescafé coffee. It discusses how the ad uses ethos, pathos and logos to tell the story of a stuttering comedian who pursued his dream of becoming a stand-up comedian despite facing rejections. The ad also employs principles of persuasion like commitment, consistency, liking, reciprocity and scarcity to connect with the audience and promote the brand message that "it all starts with Nescafé".

1. Nescafè
Presented By,
Neha Sharma
19DM122

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‘It all starts with a Nescafe’

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• Nescafé is one of the most popular brand
of coffee made by Nestlé.
• Directed by ad filmmaker, Bollywood
director and writer Vinil Mathew
• This ad was released on Sept 5, 2014.
• This ad is part of its campaign #Itallstarts
Nescafè

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Number of Views on
0
2000000
4000000
6000000
8000000
10000000
Comedian Cartoonist RJ
Advertisements
Comedian Cartoonist RJ

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6. Ethos
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The actor in the Nescafe advertisement convinces the
audience
with the help of stammering comedian who says that
“The biggest strength of a stammering comedian is sssssss…..
sssssuuuuu…….ssssssss…………suspense” and he kept on
going in spite of all the rejections.

7. Pathos
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The ad invokes emotions many time during the advertisement.
Like when ever he got stuck, people leave the performance in
the middle and then the actor shows his anger by hitting the
bin . Moreover even his parents didn’t support him and were
somewhat fed up with his stammering problem and always
wanted him to finish the conversation fast.

8. Logos
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This ad used less of logos and more of ethos and pathos.
Only in some of the place logos was used like “thank god for
coffee.. Isne apko jagaye rakha aur mujhe lagaye rakha”

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C I AL D I N I 'S
P E R S U AS I O N
M O D E L

10. Commitment and Consistency
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Commitment and consistency of the boy to become a stand up
comedian in spite of all the rejections.

11. Liking
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• We like people who are similar to us, we like people who
pay us compliments, and we like people who cooperate
with us towards mutual goals.
• We can relate to the comedian in this advertisement as
everyone has some weakness and we also have to struggle
and overcome that weakness like that comedian has
struggled.

12. Reciprocity
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• People are obliged to give back to others the form of a
behavior, gift, or service that they have received first.
• In this ad, the reciprocity is used between the audience
and the comedian.
• The audience are the people who give their time and
attention to the comedian, in return of humor from the
comedian’s end.

13. Scarcity
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• In the video, the comedian’s talent is shown as a
rare one, which helps him to grab people’s
attention.
• He considers this as one of his main strength.

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Strengths
1.Connects with audience showing
how people can overcome their
shortcoming if they decide to do
so.
2. Shift from endorsing Bollywood
celebrities to ordinary people
3. Brand image
4. Global presence
5. Emotional touch
Weaknesses
1.Some people might feel that this ad is making fun of
physical deficiency.
2. Health benefits of coffee not highlighted
3. Different varieties of coffee not highlighted
Opportunities
1.Emerging café culture
2. Premium quality coffee for existing customer base.
3. Tie up with other corporates
Threats
1.Controversies
2. Competitors using same concept for promotion
3. Health conscious people avoid caffeine

15. Conclusion
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Nescafe has created it’s brand love
using the devices and principles of
persuasion in advertisements. This
campaign of #Itallstarts was booster
for its sales.

16. Thanks!
Any questions?
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