The Nescafé ad is back in a warm-up session with RJ Rishi

The beverage brand's new ad campaign was launched on digital platforms recently, and it will be aired as TVC from September 5.

Remember Nescafé's ad films which featured a stammering stand-up comedian and an out-of-job cartoonist? The two ads, under the '#ItAllStarts' campaign, went viral and grabbed quite a few eyeballs. Well, the coffee brand is back to make a statement yet again with its new ad campaign '#StayStarted'.

The new, recently-launched ad film titled 'RJ Rishi's story', under the '#StayStarted' campaign, highlights the thought 'Starting something new is tough. Staying started is tougher'.

The ad campaign, developed by McCann Worldgroup, New Delhi, was launched on digital platforms such as YouTube, Facebook, and Twitter on August 26, 2016. "The campaign will be extended to television, as well as radio. We will take the idea to an actual radio show - Nescafé Mornings on Red FM 93.5, from 5.30-7am, hosted by RJ Rishi. The show goes live from September 1, 2016," informs Nayla Sioufi, general manager - beverage, Nestlé India. The ad film will be launched on television on September 5.

The film depicts a radio jockey's (RJ's) story, wherein the protagonist addresses his listeners at 5.30 am from the studio, wearing a bright smile on his face and holding a mug of Nescafé. And, while he (RJ) knows that no one is listening to a single word that he's saying, he nevertheless, attempts to motivate his listeners to make a phone call and request a song to be played. He even tries to allure his audience by announcing, "Do passes free... do vouchers free... ek chaata free... aaj mera birthday hai, please phone karo..." (two passes free... two vouchers free... one umbrella free... today is my birthday, please call me). However, all his attempts are futile eliciting no response from the audience. But, undaunted, RJ Rishi goes on, "But no tring-trong... I'll play the next song."

Demoralised by his failure to receive any call, Rishi sips his favourite coffee Nescafé, and suddenly, a thought courses through his mind like a bolt of lightning. He realises that people may call him when no one's listening. So, he says, "Din kariye shuru, dil halka karke guru... man ki saari bhadaas yahaan nikaliye, number ghumaiye... kyunki humein koi nahin sun raha..." (Let's start the day with a light mind and call me to get things off your chest as no one is listening to us). Moments later, his phone starts ringing as people start to pour their hearts out... venting out their frustrations against the boss, seek apology from someone, profess love, and so forth. RJ Rishi has succeeded in his endeavour to garner a response from his listeners!

In its deliberate attempt to woo youngsters, Nescafé has been releasing ads which are youth-centric, with the target audience in the age group of 16-24 years, ambitious and aspiring youngsters, who have the inherent desire to succeed.

Commenting on how the idea of the campaign sprouted, Sioufi says, "We started establishing Nescafé as the 'Cup of Resolve' for the youth three years ago. The communication campaign and the co-owned property of 'MTV presents NESCAFÉ LABS' were developed along this idea. The objective is to provide a platform that resonates with the youth, and with which they can connect strongly. The effort in every campaign was to develop a true 'human' story while seamlessly integrating the role of the brand."

Elaborating about the campaign, Sioufi adds, "#StayStarted is an evolution of our existing brand idea - Nescafé being a constant companion in your journey towards your goals. Both the stuttering comedian, as well as the cartoonist campaigns showcased such journeys where Nescafé kept the protagonists 'On Plan'. With '#StayStarted', we have sharpened the articulation."

Speaking about the brand campaigns, Prasoon Joshi, chairman, McCann Worldgroup Asia-Pacific, and CEO & CCO McCann Worldgroup, India, says, " Nescafé 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 'Neighbour with Deepika Padukone', the 'Musical Campaign,' or '#ItAllStarts' campaign. The 'RJ Rishi's Story' is yet another marvellous one in this series. It's a result of belief in the agency, the strategy, and the idea."

Agreeing with him is Prateek Bhardwaj, national creative director, McCann Worldgroup, India. "In a world full of success stories, Nescafé glorification of 'struggle' has helped us find a clear role in our audience's lives - as their daily dose of resolve. This is a journey we embarked upon three years ago with the stammering comedian. 'RJ Rishi's Story' continues to evolve the brand into an actual early morning radio show with the fresh new tagline #StayStarted."

Jitender Dabas, chief strategy officer, McCann Worldgroup, India, says, "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, be it in their careers or in their personal lives. 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."

Dabas adds, "When it comes to storytelling, 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 the everyday life of the Indian youth."

The coffee brand has also strategically planned the ad spends to grab maximum viewership. "The campaign will be released on multiple media platforms such as digital, TV, and radio. The campaign will be well-supported in terms of media spends to ensure not only high reach among the consumer TG, but, also to generate conversations among them on #StayStarted," says Sioufi.

Perfect Concoction?

Vipin Dhyani, founder and chief creative director, Thoughtshop Advertising & Film Productions, an ad film production firm, finds the casting to be brilliant and the performance, direction, and supporting cast also quite good. "All three films are all on a problem (conflict), product entry, and a solution (pay off) format. Idea wise, coffee wakes you up, beats linear thinking, and is definitely a good platform to hinge on," says Dhyani.

According to Saurabh Kanwar, founder and president of the digital agency Flarepath, this is an interesting take on building a demonstration about your brand proposition. "The creative execution is direct and earnest. A minor niggle I always have is our Indian penchant for 'over emotionalising' everything. I felt, in this case, it blunts the comedic potential of the story," he says, adding, "The bigger story, of course, is that Nescafé has an actual property on Red FM that brings the promise of the ad alive. If both the client and the radio station remain true to the thought, there could be more videos that bring out actual (unstaged) conversations from the show and power the full force of the campaign. If, or when that happens, it will become a genuine landmark of content marketing. More power to them," says Kanwar.