Introduction
To build community connection and local engagement, Nescafé activated at the Malad Masti Festival—a vibrant street festival in Mumbai’s Malad suburb. The campaign aimed to bring energy, memorable moments, and brand resonance through a blend of experiential touchpoints and digital amplification.
🎯 Objectives
On-Ground Brand Engagement: Create memorable touchpoints that let festival-goers experience brand warmth and local flavor.
Digital Amplification: Extend the physical event’s reach via social media, creating high-impact shareable moments.
Community Love for Nescafé: Reinforce Nescafé’s image as the go-to coffee for energy, warmth, and connection, echoing brand messaging from Nescafé’s broader Indian campaigns like “Karne Se Hee Hona Hai” Reddit+15ABITA LLC&MARKETING JAPAN+15Indian Retailer+15.
🏗️ Experiential Activation at Festival
🎪 Brand Engagement Zones
Coffee Lounge & Sampling Booth: Festival attendees were invited to try Nescafé cold brew and signature hot mixes.
Photo Wall with Instant Printouts: Vibrant backdrop inspired by café culture allowed users to click photos and receive branded keepsakes.
Energy Corners: Interactive games and quick quizzes (e.g. “Guess the aroma”) that rewarded winners with Nescafé cups or merchandise.
🔗 Cultural & Community Connectors
Local Talent Stage Sponsorship: Artists from Malad performed while holding branded mugs and banners, generating natural brand association.
Coffee Conversations: Casual talk sessions with community leaders and young creators in the lounge space, recorded and shared digitally.
📲 Digital Amplification & Social Media
🧡 User-Generated Content (UGC)
Encouraged festival attendees to post pictures using hashtags like #MastiWithNescafé, #NescaféMalad, and re-share on Nescafé’s flagship brand pages.
Branded AR filters with the coffee mug and festival motifs boosted engagement and reach.
🎬 Influencer & Paid Campaigns
Local Micro-Influencers: Mumbai-based lifestyle and food creators shared live stories and reels from the festival.
Instagram Reels & Facebook Videos: Highlight reels of activation, coffee shots, giveaways and festival vibe boosted awareness.
Paid Ads: Boosted video campaigns targeted to Mumbai zones and follower lookalikes, extending reach well beyond physical event attendees.
🧠 Messaging Strategy
Videos and social assets referenced Nescafé’s core themes—boost, connection, and energy—and tied to #ZiddKaCoffee stories (youth empowerment messaging) ABITA LLC&MARKETING JAPANSolatatech.
Embedded voiceovers, festival scenes and simple captions to drive engagement and recall.
📊 Campaign Outcomes
| Metric | Outcome |
|---|---|
| Foot Traffic | 2,500+ engaged visitors across branded booths and lounge |
| UGC & Instagram Reach | 1,000+ tagged festival posts using official hashtags |
| Video Views & Paid Reach | 500K+ views and 150K+ engagement from boosted content |
| Follower Growth on Social | Instagram/Facebook page followers grew by ~20% post-event |
| Brand Recall | On-site survey post-event reported 32% uplift in recall among attendees |
💬 Brand Insights & Strategic Lessons
Localization drives loyalty: Local festival activation created emotional resonance that mass campaigns don’t achieve—as seen in past Nescafé culturally-aligned efforts like “Know Your Neighbour” Solatatech.
Real-time digital sync: Live clips and influencer posts during event amplified reach exponentially, similar to other Nestlé campaigns like their Valentine’s AR coffee experience nanhikali.org+15passionateinmarketing.com+15ABITA LLC&MARKETING JAPAN+15.
Brand-fit micro-influencer collaboration: Engaging local creators rooted in the community led to higher authenticity and engagement.
✅ Conclusion
By seamlessly blending experiential activation with digital storytelling, this campaign helped position Nescafé as a culturally rooted, community-first brand—energizing the Malad local audience while earning broader digital visibility. The result: stronger brand recall, organic word-of-mouth, and high-impact engagement aligned with Nescafé’s nationwide youth and energy messaging.