Nescafe – Switch on the Best In You!

Agency: McCan Erickson
Production House: Footcandles

Pa pa ra pa ra ra ra, is not a tune you can easily get out of your mind. It is the jingle of the best selling coffee in the country – Nescafe. The slight switch made to the jingle in the latest commercial is a little disappointing to say the least. It does not have the same energy the old jingle had and takes the viewer a while to register that the teasers that started the campaign belonged to Nescafe.

Well, that may be the whole point, so why not go back to the energy that was established years ago that every one appreciated after the product is revealed? That’s a question only the marketers can answer. Anyways, the music is just one aspect that makes the campaign disappointing. More disappointing is the pace at which the ads are being revealed.

The suspense was fine up to a point until we did not know what the product was or what the premise of the TVC was. But now, when we know that Purab and Deepika are neighbors – what happens next? Well, the advertisers have tried to paint a picture of what might happen next if either Deepika or Purab would ask the other for a cup of coffee or a game of badminton after switching on with a cuppa Nescafe. But it’s not satiating enough, the audience wants more and it’s not fair to make them wait so long.

The ad is become like a movie that has shifted its release date from one weekend to another and then again to the next. However the first few weeks were interesting – Purab being shocked at having Deepika as his neighbour, wondering if she would have a cup of coffee with him. Deepika thinking that the badminton chap is cute and not so bad and asking him for a game is only fair.

The mystery continues as the nation waits to see who makes the first move.

Ankita Jain
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