Bringing the relevance of the brand message “The taste that gets you started.Closer to the lives of the youth. Key considerations for the Media Planner were:Selection of Media Vehicles for the Youth TG.Conceptualizing & executing it consistently across different media.In Print :Dailies Hindustan Times City:A regular column on the Front Page of Hindustan Times (the largest circulated/read newspaper) featuring young achievers.

Delhi being the top priority markets for Nescafe, Hindustan Times was selected. This column is scheduled every Friday when the readership is high for the city supplement. The above was at a cost of one third the card rate.Magazines In magazines the idea was to focus at youth specific magazines.Competition Success Review The magazine is targeting the youth (18-25) The magazine features “Nescafe JumpstartersEevery month in a Double Page layout. A monthly magazine with circulation of 0.2 million. The cost per insertion was less than 1/5th of a Double spread rate, with a year long tie-up.Educare The newly launched youth magazine. A Nescafe Jumpstarter features every month in a centre double spread. The feature is promoted with a band on the cover of the magazine opening to the relevant page. At half the price of a double spread (per insertion), tied up with the magazine for an year.On Television Focus on youth oriented channels.Therefore, music and edutainment were the genres selected.MTV - the most popular youth channel providing the right ambience to the concept.Created vignettes with an average duration of 3-4 minutes. Profile one achiever per week from different fields like Music, Fashion, Movies, etc. The program packaging in-builds the brand personality and a short interview with the achievers. On air with an average frequency of 3-4 times a day for a whole year. All this at a very nominal cost of production.Discovery The channel create 30 sec vignette featuring Nescafe Jumpstarters. The entire packaging is done with the brand colors. All this at nominal airtime rates. No production cost. Nescafe, with the line “The taste that gets you started is targeted at young people as the kick-start to their day. It is an optimistic brand that suggests that success is in your hands.The insight was: ‘Today’s youth is very success driven and their idols are people who have made it big early in life.The media team identified the opportunity of associating these youth icons with Nescafe through editorial tie-ups.

Thus was born the idea of Nescafe ‘Jumpstarters profile of youth role models of success appearing as editorial, branded by Nescafe. This idea takes the Nescafe brand proposition beyond advertising and “demonstratesEit credibly in life. It enables the use of a host of relevant celebrities without hiring them and no production cost.

Nescafe, with the line “The taste that gets you started is targeted at young people as the kick-start to their day. It is an optimistic brand that suggests that success is in your hands.The insight was: ‘Today’s youth is very success driven and their idols are people who have made it big early in life.The media team identified the opportunity of associating these youth icons with Nescafe through editorial tie-ups.

Thus was born the idea of Nescafe ‘Jumpstarters profile of youth role models of success appearing as editorial, branded by Nescafe.