The coffee brand has launched a rap-led Hustle Anthem with Spotify, targeting Gen Z through music, creators and cross-platform content celebrating the many ways young Indians pursue their ambitions
NESCAFÉ has partnered with Spotify to launch its new Hustle Anthem, a rap track designed to capture the energy, ambition and individuality of young Indians and give their diverse pursuits a musical soundtrack.
The initiative builds on NESCAFÉ’s long-standing association with youth and marks a push to engage Gen Z through music and popular culture. The anthem brings together different interpretations of the ‘hustle’, from late-night study sessions and coding to pursuing creative passions, building independent ventures and other everyday ambitions.
The campaign was launched through an immersive brand experience featuring creators and cultural trendsetters, with the aim of encouraging participation and conversations among young audiences.
Campaign Celebrates Different Forms Of Hustle
The anthem is supported by a series of films showcasing different youth pursuits, including coding, music, art and group study. The campaign is being promoted across Meta, Spotify and YouTube, giving the initiative cross-platform visibility.
According to NESCAFÉ, the campaign reflects a shift in the way the brand engages with Gen Z — moving from simply talking about young people’s hustle to positioning itself as a brand that supports and empowers it.
Creators involved in the initiative have also added their own voices to the campaign, helping extend the anthem beyond conventional advertising and into youth culture.
‘Music Feels Native To Youth Culture’
Sunayan Mitra, Head – Powdered and Liquid Beverages, Nestlé India, said young Indians are redefining the meaning of hustle, which is no longer limited to work or conventional ambition.
“With the NESCAFÉ Hustle Anthem, we wanted to capture that spirit in a form that feels truly native to youth culture — music. It is our way of saying: whatever your hustle, we are with you as you keep creating and making your world,” Mitra said.
The company said the collaboration with Spotify is aimed at strengthening NESCAFÉ’s culture-first approach and creating a campaign that resonates with the everyday experiences and aspirations of young consumers.
The Hustle Anthem is intended to become part of the everyday rhythm of young India, with the brand using music, creator participation and digital storytelling to build a deeper connection with Gen Z.
