The document summarizes Nescafe's new communication strategy and advertising campaign in India. The campaign includes two parts - "Know Your Neighbors" launched in January 2011 and "My First Cup" launched in November 2011. It features celebrities Deepika Padukone, Purab Kohli, Karan Johar, and Vir Das as brand ambassadors targeting coffee drinking youth and non-coffee drinkers. The ads use a lighthearted tone to position Nescafe as a conversation starter and showcase coffee as a preferred urban drink. Consumer response has been positive with potential to increase engagement through celebrity social media followers.

1. N E S C A F E Bring out the best in you

7. 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

8. 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

9. 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.

11. Our Take

17. Consumer response