NESCAFÉ Partners with Spotify to Launch ‘Hustle Anthem’ Celebrating Young India’s Aspirations

KOCHI :  NESCAFÉ has joined forces with audio-streaming giant Spotify to launch the ‘NESCAFÉ Hustle Anthem’, a new rap track celebrating the ambition, energy, and diverse pursuits of Gen Z and young India. Designed as a cultural soundtrack for youth, the campaign highlights various expressions of modern hustle, including late-night study sessions, coding, artistic projects, and entrepreneurial ventures. To maximize cross-platform visibility, the launch is supported by dedicated short films and digital promotions across Meta, Spotify, and YouTube, alongside engagements with leading digital creators and trendsetters. Sunayan Mitra, Head of Powdered and Liquid Beverages at Nestlé India, stated that the initiative captures how young Indians are redefining success on their own terms, positioning NESCAFÉ as an empowering companion throughout their daily creative journeys