The spot shows the RJ struggling without callers on his early morning show (starting 5.30 am). When he reaches the station, he seems to be the only one there. He keeps trying, offering all sorts of incentives but to no avail. The RJ is disappointed, realising that no one listens to radio so early. As he makes himself a cup of coffee, he realises the opportunity in the premise that ‘no one’s listening’. Rishi invites listeners to share their stories with him, with the confidence that no one’s listening (or at least not many are). And the calls start pouring in.
The spot, which went live on Nescafe’s social channels on 24 August, was a precursor to an early morning show featuring the RJ on Red FM in 10 cities, from 1 September.
Prasoon Joshi, chairman Asia Pacific; CEO and chief creative officer, McCann India, said, “Necafe is a cherished brand for us and we have always tried to create a fresh and heart-warming connect with our advertising. Be it the ‘Open up’ campaign, the neighbours one with Deepika, the musical campaign, or ‘It all gets started with Nescafe’ (stand-up one). The RJ film is yet another marvellous one in this series. It’s a result of belief in the agency, the strategy and the idea. The team has done a superb job to raise the bar on the brand work.”
Prateek Bhardwaj, NCD, added, “In a world full of success stories, Nescafe’s glorification of struggle has helped us find a clear role in our audience’s life – as their daily dose of resolve. This is a journey we embarked upon three years ago with the stammering comedian. RJ Rishi continues to evolve the brand into an actual early morning radio show and a fresh new tagline, #staystarted.”
Jitender Dabas CSO, said, “In a market like India where coffee consumption is still very low, our task will continue to be that of building a role for coffee in young people’s life – functional as well as inspirational. Young people today are trying out newer and braver things – in careers, in life – whether it is a stand-up comic or cartoonist or an RJ. And often in such journeys staying on course is more difficult and critical than starting them. And that’s where cup(s) of coffee come in. With its strong(er) stimulation every hot mug of Nescafé is the perfect companion that keeps them on plan in their life’s daily and bigger challenges.”
Nisha Narayanan, COO, Red FM, said, “Red FM has always taken initiatives to inspire the youth and encourage them to stay motivated and it feels great to collaborate with brands which echoes a similar sentiment. While the idea has been conceptualised by Nescafe’s creative agency, we are thrilled to be a part of the campaign. This is a great opportunity to get closer to our listeners and encourage them to constantly take initiative to pursue their goal.”
Source: Campaign India