Nescafe launched their recent ad titled ‘RJ Rishi’s story’ under the ‘#Staystarted’ campaign. The latest brand film showcases the life of a RJ, who repeatedly gets disappointed for not receiving any calls from his listeners. However, he continues with his show until he meets success and his show becomes a hit amongst audiences.Conceptualised by McCann Worldgroup, the film was first launched on the digital platform and the TVC will be aired from September 5.
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Garnering more than 3 million views on YouTube till now, the film has started conversations on Twitter with the help of the hashtag #StayStarted.
For the last few years, Nescafe has been releasing emotional spots to connect stronger with the younger audience. Two years back, the brand first came up with their film showcasing the struggles of a stammering stand-up comedian. It was an emotional story of how he overcame rejections in life. While the world rejected him as a comedian, he kept at it and turned his weakness into his strength. In the following year, Nescafe India returned with their fresh communication harping on the emotional stress and the struggles in the lives of cartoonists.
Prasoon Joshi, Chief Creative Officer, McCann India said, “Nescafe 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, National Creative Director, McCann Worldgroup 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 3 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.”
Speaking about the insight, Jitender Dabas, Chief Strategy Officer, McCann Worldgroup India 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 & 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 & 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, he added. “When it comes to story-telling, the young today are far more inspired by stories of others like them over any role models or celebs. And in RJ Rishi we have found that perfect brew once again that continues the brand's journey into everyday life of Indian youth,” he explained.
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