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.
Brands
Vodafone Idea elevates Vineeth Jayendranath as VP, marketing head Mumbai
Telecom marketer takes charge of Mumbai circle with growth and brand focus
MUMBAI: Vodafone Idea Limited has promoted Vineeth Jayendranath to vice president, marketing head for the Mumbai circle, marking a key milestone in his career as the telecom operator sharpens its regional strategy.
In his new role, Jayendranath will lead marketing efforts across prepaid and postpaid segments in one of the country’s most competitive telecom markets. His mandate includes driving revenue growth, strengthening brand positioning, and deepening customer engagement, while also managing profit and loss responsibilities for the circle.
Sharing the update, Vineeth Jayendranath said, “Excited to share, I am starting my new stint as Vice President, Marketing Head for Mumbai circle at Vodafone Idea Ltd. Would like to thank everyone who has supported me in this journey.”
Jayendranath brings over 12 years of experience spanning telecom and IT, with a strong focus on customer value management and data-led marketing. Since joining Vodafone Idea, he has held multiple leadership roles, most recently serving as general manager leading customer value management and prepaid business across Gujarat, Maharashtra and Goa.
During this period, he handled large subscriber bases and multi-billion rupee revenue portfolios, while rolling out hyper-personalised campaigns and a “segment of one” strategy to improve customer retention and upgrades. He also championed a digital-first approach, pushing adoption of data services and unlimited plans through targeted, insight-driven initiatives.
Earlier, he worked with Idea Cellular Ltd in strategy and business intelligence roles, and began his career at Infosys as a systems engineer. A brief stint at Hyundai Motor India Ltd during his internship added early exposure to marketing strategy.
An alumnus of SVKM’s Narsee Monjee Institute of Management Studies, Jayendranath has steadily built a reputation for combining analytics with marketing execution.
His elevation comes as telecom players double down on circle-level strategies to stay competitive, and Vodafone Idea appears to be betting on data-backed marketing to keep Mumbai firmly in its corner.
