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Nestlé House, 21st April 2025: Nestlé recently expanded its NESCAFÉ Ready-to-Drink Cold Coffee range in India, to meet the needs of young consumers who prioritize convenience, variety and on-the-go cold coffees that align with their fast-paced and dynamic lifestyles.
Talking about the initiative, Mr. Manav Sahni, Head, Dairy Business, Nestlé India, said, “Young India is gravitating towards gaming, and we wanted to leverage this content stream and position NESCAFÉ’s new café style cold coffee range as the ideal partner for gaming. With this insight, we tried to build on the buzz in the Minecraft gaming community coinciding with the launch of the movie. We collaborated with some of the top game streamers through live streaming activations, with the aim of enhancing brand awareness and deepening our engagement with the youth.”
The action kicked off with teaser stories and community posts from the game streamers, inviting their audience to “chill with them, and NESCAFÉ” in special streams. 27 live-streams were activated around the launch of the movie. The streamers engaged in intense Minecraft mini-games, taking a pause periodically to chill with NESCAFÉ’s new cold coffees. The launch stream with GamerFleet (Anshu Bisht) alone clocked 6.6 million impressions and 1.2 million organic views just over the weekend. In total, the campaign has clocked over 3.89 million organic views in 10 days.
The activation involved collaboration between Nestlé India, their media agency Publicis, and StreamO – a creative ad-tech gaming platform that connects brands to a network of 20,000+ gaming creators.
Mr. Tushaar Garg, founder, StreamO expressed delight at the success of the campaign, “Minecraft isn’t just a game—it’s a cultural phenomenon brewing for over 15 years on YouTube and has shaped digital communities, fuelled creativity, and provided a space for millions to hang out. StreamO is pleased to have aggregated, automated and activated the Minecraft community on YouTube for NESCAFÉ’s new Cold Coffee range —keeping gamers refreshed over long hours of streaming.”
The activation is set to extend further, as a total of 50 streamers go live over the course of April, promising to build further on NESCAFÉ’s connect with young Indian gamers.
