NESCAFÉ Teams Up With Spotify For New Rap Anthem Celebrating Gen Z Hustle

NESCAFÉ has launched its new ‘Hustle Anthem’, a rap track created to capture the energy, ambition and individuality of young India.

In collaboration with Spotify, the initiative takes NESCAFÉ’s long-standing connection with youth into music and culture. The campaign was introduced through an immersive brand experience featuring creators and cultural trendsetters, aimed at driving participation and conversation among young audiences.

The anthem is supported by films showcasing different forms of hustle, spanning coding, music, art and group study. The campaign is being promoted across Meta, Spotify and YouTube, giving it cross-platform visibility.

Sunayan Mitra, Head – Powdered and Liquid Beverages, Nestlé India, said, “Young India is redefining what it means to hustle. It is no longer just about work or ambition, but about pursuing what matters to you, in your own way. With the NESCAFÉ Hustle Anthem, we wanted to capture that spirit in a form that feels truly native to youth culture , music.”

The initiative marks a shift in NESCAFÉ’s approach to Gen Z, with the brand positioning itself as an enabler of young consumers’ ambitions and creative pursuits.