After the successful campaign of inculcating the use of Nescafe as a daily schedule. They tried to appeal to a different side of the consumer, rather than more of a rational appeal which was visible in the previous advertisement it was more of an emotional connect. To break free from the clutter of the daily camaraderie and enjoy in the moment. The advertisement shows a couple enjoying the moment in the rain, a group of friends chatting while enjoying coffee. Thus successful in communicating the correct use of the product, ―To break free. and enjoy the moment‖, like a person does when he drinks coffee by taking a break during his office hours. Even the background score says, ―Come alive to great moments", emphasizing our previous viewpoint that this advert was positioned to appeal to the emotional consumer. Target segment. The target segment remains the same, ―Urban youth‖. The characters portrayed in the advertisement. A couple a group of friends both of them falling under the youth segment. Positioning: ―Beverage for any moment", this advertisement can also be seen as persuasion to increase the usage of the product. Since the market usage as a morning beverage might have become stagnant, they tried to position it in the moments of a day. Slogan: ―Coffee at its best", they do not let go of the 100% pure coffee slogan as the slogan is showing the TVC in the middle of the advertisement.