59 mins ago
NESCAFÉ and Spotify Launch Hustle Anthem for Young India
NESCAFÉ and Spotify made a rap song for young people in India.
They call it the Hustle Anthem.
The song is about people working toward goals in their own ways.
Some people may be studying late, coding, making music or creating art.
Others may be building something independently or working with friends.
Videos showing these activities will appear on several online platforms.
Creators are also adding their own voices to the campaign.
NESCAFÉ hopes the song becomes part of everyday youth culture.
NESCAFÉ and Spotify announced the Hustle Anthem in Bengaluru on September 15, 2026.
The rap track highlights energy, ambition and individuality across different forms of youth hustle.
Featured pursuits include late-night study, coding, music, art and building independent projects.
Films accompanying the song are being promoted across Meta, Spotify and YouTube.
Nestlé India says the campaign aims to support young people’s ambitions through music and creator participation.
- Who
- NESCAFÉ, Spotify and Nestlé India, with participating creators and cultural trendsetters.
- What
- The partners announced the NESCAFÉ Hustle Anthem, a rap-led campaign celebrating young India’s different forms of hustle.
- Where
- The announcement was made in Bengaluru, with promotion across Meta, Spotify and YouTube.
- When
- September 15, 2026.
- Why
- To connect NESCAFÉ with youth culture and support young people pursuing study, creativity, independent projects and other ambitions.
Key facts
- Campaign
- NESCAFÉ Hustle Anthem
- Format
- Rap track supported by films and creator participation
- Target audience
- Young India, particularly Gen Z
- Themes
- Energy, ambition and individuality
- Featured pursuits
- Coding, music, art, group study and other forms of hustle
- Promotion platforms
- Meta, Spotify and YouTube
- Announcement location and date
- Bengaluru, September 15, 2026
Quotes
Sunayan Mitra
Head of Powdered and Liquid Beverages at Nestlé India
“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.”
thehansindia.com
Sources
Related news
Indian Spotify Royalties Rise as Telugu Music Surges in 2025
Indian Music Royalties on Spotify Rise as Regional Languages Boom
EPR Iyer Becomes Judge on MTV Hustle 5 Apna Homeground
Badshah Releases His First Marathi Hip-Hop Track ‘Chimna’
Independent Streamers Help Drive Formula One’s Boom in India
India’s Cities Lead Global Growth, While Quality Of Life Lags
Kammela Saibaba Receives Pan-India Award for Social Activism
India Fresher Hiring Shifts Toward Specialised Skills Across Sectors
Engineering Talent Glut Deepens as Entry-Level Jobs Lag
