Bengaluru, September 15, 2026: What does hustle sound like? For some, it is late-night study sessions. For others, it is chasing a creative passion, building something of their own, or simply refusing to stop moving. NESCAFÉ is bringing these many expressions of hustle together with its new Hustle Anthem – a rap track created as the soundtrack to the energy, ambition and individuality of young India.
In collaboration with Spotify, the anthem takes NESCAFÉ’s long-standing connection with youth into culture through music. Reinforcing the culture-first approach, the launch was led by an immersive brand experience with creators and cultural trendsetters, designed to spark participation and conversation among young audiences.
The song is accompanied by films celebrating different hustles – from coding and music to art and group study. Promoted across Meta, Spotify, and YouTube, these films reinforce the Anthem’s relevance with 360-degree cross-platform visibility.
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.”
The initiative marks a shift in how NESCAFÉ speaks to Gen Z – from being a brand that talks about their hustle to one that empowers it. With creators adding their own voices to the campaign, the Hustle Anthem aims to travel beyond advertising and become part of the everyday rhythm of young India.
