Link -https://www.youtube.com/watch?v=GP_zdW6sl-k This commercial was rolled out in 2015 in campaign #ItAllStarts We all have a dream, an ambition, which we work towards achieving. But life does not always go as planned. What kept me going was my cup of NESCAFÉ . So my life ka funda – Bas Ek Coffee lagao, Aur lag jao. #ItAllStarts #NESCAFÉ

1. HOW A NESCAFE ADVERTISEMENT GOT
6.7 MILLION VIEWS ON YOUTUBE
MAKING IT NO#1?
Tushar Ghorpade
Digital Marketer
#ItAllStarts

2. WHAT NESCAFE STANDS FOR
• India’s Most Consumed Coffee Maker
• 100% Natural & 100% Soluble Instant Coffee
• RED Coffee Mug – Iconic & Strong Perception In Consumer Mind
• Brand of Nestle hence Nes-Café

3. Creative People
Working
Bachelors
Students
CONSUMER MARKET
SEGMENTATION
• Market Research for Segmentation of Nescafe Ad which by understanding should
be as below –
Creative People – Artists, Singers, Writers, Designers, who all
are related to creative field
Working Bachelors – In the age group of 23-32 yrs
Students – In the age group of 18-24 yrs

4. CONSUMER TARGET MARKET
Consumers who
are in-house coffee drinkers
Job Seekers
Aspiring Entrepreneurs
Aspiring Freelancers

5. Layoff
What he worked
for on the job
What he can
work on now
without job
Creating New
Opportunities
AD ANALYSIS
• Storyline
• The Motivational aspect of this story is appealing
• One doesn’t have to depend on regular job in order to become successful
(Newspaper replaced by Social Media)
• Creative Freedom to draw what he loves is always rewarding (Increasing - Likes,
Comments, Shares)

6. AD ANALYSIS-I
There are mix of right elements like ingredients in right amount to make a perfect
cuppa coffee.
• Celebrity - Vikrant Massey (Known for Lootera and Dil Dhadakne Do)
• Beginning Is Emotionally Triggered – Layoff Scene
• Background Score is catchy (High-Low Tunes)
• The Voice is briefly outlining thoughts of Vikrant’s day to day life.
• Today’s most engaging element Social Media (Facebook)

7. AD ANALYSIS-II
Social Occurrence - There are four elements which are creating acceptance of ad as
they are related to our social life.
 A girl in window which the guy likes but unable to strike a conversation
 Two girls taking a selfie during the metro commute
 Writing/Drawing on the unattended or old car having dust settled over it
 Drawing on Tissue Paper
The Cartoon is representing thoughts of cartoonist as the story line is made. Its not
only his the imagination but his emotions about himself. “Cartoon toh hum dono hee
the..”

8. POSITIONING OF AD
It All Starts - Give A Fresh Start To Your Day

9. SUBCONSCIOUS AD STIMULATION
Ever wonder why a simple process of makin’ coffee is shown in 2 min commercial?
• It is just to creates stimulus in you for making your own coffee by yourself instead of
going for Starbucks, CCD. (Psychology of how consumer can experience the delight of
making coffee.)

10. FACEBOOK ENGAGEMENT
• #ItAllStarts have got Views – 67322, Comments – 992, Shares - 8117

11. SUGGESTIONS
• The campaign should have been extended to associate with #StartupIndia
movement.
• There should be more usage of Generic Words that could be used while drinking
coffee with other person which will recall the advertisement (Like Amazon’s – Aur
Dikhao)
• To make advertisement impactful use the mix of elements as described.
Storyline - Triggering Emotions – Social Occurrence – Process of Making or Consuming
– High/Low Jingles – Generic Words – Benefits That Have Practical Value (Savings, Less
Time Consuming)

12. CONCLUSION
• The advertisement captures most of human emotions sadness, confusion, happiness
and the storyline blends with the core positioning “It All Starts”
• After the consecutive failures of “Know Your Neighbors” in 2012 with Deepika
Padukone, Purab Kholi, Vir Das & “Its Cool, Its Coffee” in 2013 again with Deepika
Padukone dancing & showing her hot moves that did not excite any of consumers
to buy coffee for hot shakes.
• Luckily Nestle revamped its branding strategy in 2014 with #ItAllStarts getting two
big hit advertisements showing its creative side instead of high celeb spend.
The Cartoonist The Stammering Standup Comedian

13. THANK YOU
All The Views Expressed In This Presentation Are Personal.
I’m Not Associated With Nestle or Nescafe In Any Way Except Drinking Coffee 
Email – Tushar.ghorpade86@gmail.com