MAM
BBH India’s Nescafé Sunrise campaign celebrates morning togetherness
Mumbai: Nescafé Sunrise, a brand known for its commitment to inspiring moments of togetherness, has announced the launch of its latest campaign for its key market, Tamil Nadu. Nescafé Sunrise believes in inspiring moments of togetherness for a great start to the morning with a progressive take on every-day life. As a brand that lives and breathes in the South market, the insight for the campaign emanates from the deep understanding of the South household and the integral role that coffee plays in their life.
Conceptualised and executed by BBH India, the campaign objective is to showcase the role of Nescafé Sunrise in strengthening the bond and relationship between the couple while keeping the key product intrinsics of rich aroma of the granulated coffee at the heart of the story. The TV commercial aims to entrench the brand as the perfect choice for a great start to the day.
Nescafé Sunrise understands the aspirations of the woman of the household. She aspires to a marriage that is equal and full of love & togetherness. While she unconditionally prioritizes her family over anything else. She never gets a break, even the idea of taking time out does not occur to her.
In line with this insight, the TVC depicts a gesture of love from her spouse, who makes the effort to give her a break from some of her routine chores in her hectic morning. A small gesture also goes a long way to strengthen their bond, giving them a moment of togetherness that sets them up for a great start to the day.
At the heart of the story lies the rich aroma of Nescafé Sunrise’s granulated coffee, emphasizing its role in making each morning special. By portraying the brand as an essential part of the couple’s morning ritual, Nescafé Sunrise aims to entrench itself as the perfect companion for a fresh start to the day in the minds of South Indian households.
Director – coffee & beverages business Sunayan Mitra said: “A proud coffee culture exists in the southern part of India. In most households, in that region, the day starts with coffee and it is also the beverage that brings families closer, every morning. Over the last 40 years, Nescafé Sunrise has positioned the beverage in a progressive household– aimed at stimulating moments of togetherness. In our latest communication we take this journey forward where a cup of Nescafé Sunrise enables a moment in the busy lives of a modern couple, the underlying insight being – small acts of gratitude and appreciation make a big difference in a relationship.”
Commenting on the ad campaign, BBH India Sr. VP & head of Delhi Radhika Burman said: “In this piece of communication the focus is on small gestures of love and appreciation that go a long way to strengthen a relationship. Our stories on Nescafé Sunrise keeps relationships and togetherness at the heart of the conversation to ensure that the brand is relevant, loved and resides in the everyday consciousness of consumers.”
Director Ashwathram added, “Set in an authentic Tamil home, the film highlights the bond between a regular Tamil couple and the role that a cup of coffee plays in their lives. Coffee is so integral to Tamil culture, and Nescafé Sunrise understands and celebrates that.”
The campaign is being brought to life through a captivating TV commercial that captures the essence of the South Indian household and the emotions associated with it. It will be released across prominent digital channels as well.
Digital
Content India 2026 opens with a copro pitch, a spice evangelist and a £10,000 prize for Indian storytelling
Dish TV and C21Media’s three-day summit puts seven ambitious projects before an international jury, and two walk away with serious development money
MUMBAI: India’s content industry gathered in Mumbai this March for Content India 2026, a three-day summit organised by Dish TV in partnership with C21Media, and it wasted no time making a statement. The event opened with a Copro Pitch that put seven scripted and unscripted television concepts before an international panel of judges, and by the end of it, two projects had walked away with £10,000 each in marketing prize money from C21Media to support development and international promotion.
The jury, comprising Frank Spotnitz, Fiona Campbell, Rashmi Bajpai, Bal Samra and Rachel Glaister, evaluated a shortlist that ranged from a dark Mumbai comedy-drama about mental health (Dirty Minds, created by Sundar Aaron) to a Delhi coming-of-age mystery (Djinn Patrol, by Neha Sharma and Kilian Irwin), a techno-thriller about a teenage gaming prodigy (Kanpur X Satori, by Suchita Bhatia), an investigative crime drama blending mythology and modern thriller (The Age of Kali, by Shivani Bhatija), a documentary on India’s spice heritage (The Masala Quest, hosted by Sarina Kamini), a documentary on competitive gaming (Respawn: India’s Esports Revolution, by George Mangala Thomas and Sangram Mawari), and a reality-horror competition merging gaming and immersive fear (Scary Goose, by Samar Iqbal).
The session was hosted by Mayank Shekhar.
The two winners were Djinn Patrol, backed by Miura Kite, formerly of Participant Media and known for Chinatown and Keep Sweet: Pray & Obey, with Jaya Entertainment, producers of Real Kashmir Football Club, also attached; and The Masala Quest, created and hosted by Sarina Kamini, an Indian-Australian cook, author and self-described “spice evangelist.”
The summit also unveiled the Content India Trends Report, whose findings made for bracing reading. Daoud Jackson, senior analyst at OMDIA, set the tone: “By 2030, online video in India will nearly double the revenue of traditional TV, becoming the main driver of growth.” He noted that in 2025, India produced a quarter of all YouTube videos globally, overtaking the United States, while Indians collectively spend 117 years daily on YouTube and 72 years on Instagram. Traditional subscription TV is declining as free TV and connected TV gain ground, forcing broadcasters to innovate. “AI-generated content is just 2 per cent of engagement,” Jackson added, “highlighting the dominance of high-quality human content. The key for Indian media companies is scaling while monetising effectively from day one.”
Hannah Walsh, principal analyst at Ampere Analysis, added hard numbers to the picture. India produced over 24,000 titles in January 2026 alone, with 19,000 available internationally. The country now accounts for 12 per cent of Asia-Pacific content spend, up from 8 per cent in 2021, outpacing both Japan and China. Key exporters include JioStar, Zee Entertainment, Sony India, Amazon and Netflix, delivering over 7,500 Indian-produced titles abroad each year. The top importing markets are Saudi Arabia, the UAE, Egypt, the United States and the Philippines. Scripted content dominates globally at 88 per cent, with crime dramas and children’s and family titles performing particularly strongly.
Manoj Dobhal, chief executive and executive director of Dish TV India, framed the summit’s ambition squarely. “Stories don’t need translation. They need a platform, discovery, and reach, local or global,” he said. “India produces more movies than any country, our streaming platforms compete globally, and our tech and creators win international awards. Yet fragmentation slows growth. Producers, platforms, and tech move in different lanes. We need shared spaces, collaboration, and an ecosystem where ideas, technology, and people meet. That is why we built Content India.”
The data, the pitches and the prize money all pointed to the same conclusion: India is not waiting for the world to discover its stories. It is building the infrastructure to sell them.
