Archive · 16 Sep 2026
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.
- When
- September 15, 2026.
- Where
- The announcement was made in Bengaluru, with promotion across Meta, Spotify and YouTube.
- Why
- To connect NESCAFÉ with youth culture and support young people pursuing study, creativity, independent projects and other ambitions.
- 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