NESCAFÉ is taking its long-standing association with youth culture into music with a new ‘Hustle Anthem’, a rap track created around the energy, ambition and individuality of young India. Developed in collaboration with Spotify, the campaign looks beyond the conventional idea of hustle. From late-night study sessions and coding to pursuing music, art or building something independently, the anthem brings together different expressions of what keeping going means to Gen Z.

The launch was supported by an immersive brand experience featuring creators and cultural trendsetters, designed to drive participation and conversations around the campaign. The anthem is accompanied by a series of films showcasing different hustles, including coding, music, art and group study. The content is being promoted across Meta, Spotify and YouTube, giving the campaign a cross-platform presence.

Mr. 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. It is our way of saying: whatever your hustle, we are with you as you keep creating and making your world.”

With the initiative, NESCAFÉ is shifting its communication from simply speaking about young people’s hustle to actively participating in the culture around it. Creators also contribute their own voices to the campaign, helping extend the anthem beyond a conventional advertising film and into youth-led music and digital culture.