NESCAFÉ has partnered with Spotify to launch its new ‘Hustle Anthem’, a rap track created to celebrate the energy, ambition and different passions of young people in India.

According to a Nestlé India press release yesterday, the campaign highlights different forms of hustle, including late-night study sessions, coding, music, art, creative pursuits and building something of their own. Through the anthem, NESCAFÉ aims to connect with young audiences through music and youth culture.

The launch was supported by an immersive brand experience featuring creators and cultural trendsetters. The initiative encourages young audiences to participate and engage with the campaign beyond traditional advertising.

The anthem is also accompanied by a series of films showcasing different hustles, including coding, music, art and group study. The campaign is being promoted across Meta, Spotify and YouTube to reach young audiences across multiple digital platforms.

Sunayan Mitra, Head Powdered and Liquid Beverages, Nestlé India, said the campaign aims to capture how young Indians are redefining the meaning of hustle and pursuing their ambitions in their own way.

The initiative is part of NESCAFÉ’s efforts to connect with Gen Z through music, creators and popular culture. The brand said the Hustle Anthem aims to become part of the everyday rhythm of young India rather than remain limited to a traditional advertising campaign.