Nescafé helps boy get away with household chores

Nescafé has rolled out a campaign 'jo banaye, special ban jaye' (whatever you make, becomes special), to showcase the ease of making a glass of cold coffee. 

Conceptualised by McCann India, the film showcases a mother assigning chores to different members of the family as their house help is on leave. She dismisses her husband's and daughter's excuses and is successful in assigning them duties. But when it comes to her son, he opposes and says that if he's busy cleaning then who will prepare 'paparapa' (emoting Nescafé's sonic branding tune). This makes him smartly get away with doing the household chores. The film ends by highlighting how one can stand out by making a glass of cold coffee and showcases the ease of brewing a fresh cup of coffee. 

Sunayan Mitra, head, coffee and Beverages, Nestlé India, said, “The love for cold coffee is growing in India as many youngsters are entering the category through cold coffee. We have witnessed this trend in out-of-home consumption points and believe that it presents us with a great opportunity. The challenge remains that many consumers are not sure about preparing it at home. Through this campaign, we wanted to showcase how coffee connects loved ones at home and how easy it is to make an indulgent glass of cold coffee using Nescafé.”

Ashish Chakravarty, executive director and head of creative, McCann India, said, “To dispel the belief that it’s difficult to make great-tasting Cold Coffee, we decided to show how the young teenage son of the family uses this incorrect perception to his advantage and enjoys the privilege of not having to do laborious home chores. The film uses the popular and iconic Nescafé sonic branding (paparapa) cleverly by making it a part of the pivotal dialogue in the story, making it more than just a musical hook.”