New Delhi: Nestle India-owned coffee brand Nescafe’s latest campaign traces the inspiring story of a young radio jockey Rishi Rawat (played by actor Sumeet Thakur), who hosts an early morning show. Stuck with a challenging time slot, Rawat tries every possible trick from sharing jokes to even announcing that it’s his birthday to get listeners to dial in.
To his utter dismay, the line on the other end is always dead.
“When no one’s is listening, how will the phone ring?” genuinely asked the radio station’s watchman.
As Rawat stirs a cup of Nescafe, an idea strikes him, and he decides to urge listeners to share their secrets, profess their love or vent out their work related frustration because no one is listening. Predictably, the film ends with a happy note as Rawat gets inundated with listeners’ calls.
Executed by creative agency, McCann Worldgroup, New Delhi, the campaign has already garnered over three million views on brand’s official YouTube channel since 24 August.
“Three years back, we started establishing Nescafe as the Cup of Resolve for the youth and we continue to focus on the same. #StayStarted is an evolution of our existing brand idea that of Nescafe being a constant companion in the journey to achieve goals,” said a Nestle India spokesperson.
Under the new brand philosophy, the company has earlier rolled out Comedian campaign in 2014, which features a stuttering stand-up comedian who smartly leverages the speech impediment to his advantage.
The second campaign Cartoonist featured how a cartoonist find followers of his works online after losing his job at a newspaper.
The underlying thought behind all these campaigns being that today’s generation will turn each odd in their favour with their wit and sheer resolve.
Stating that the objective behind these campaigns is to provide a platform that resonates with youth and in which they can connect strongly, the Nestle India spokesperson added, “It is very important to be authentic and the effort in the campaign has been to develop a true ‘human’ story while seamlessly integrating the role of the brand.”
Apart from digital, the campaign will be extended to television.
The brand has tied-up with RED FM where an actual radio show titled Nescafe Mornings will be hosted by RJ Rishi between 5:30am to 7am starting 1 September.
Prasoon Joshi, chairman, Asia-Pacific, chief executive and chief creative officer, India, McCann Worldgroup, stated, “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 Padukone, 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.”
Jitender Dabas, chief strategy officer, McCann Worldgroup India, believes that in a market like India where coffee consumption is still very low, their 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 new and brave things in their careers or life in general. Often in such journeys staying on course is more difficult than starting them. The campaign builds on this very thought,” he said noting that 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 further added.
While the campaign has won consumers hearts online, advertising experts seem divided on the execution and thought process behind the film.
Mark Mcdonald, senior creative director, DigitasLBi, a digital agency gives full points to the execution and the performance of the protagonist (played by actor Sumeet Thakur).
“Nestle has moved on from coffee being all about sharing a cup with friends, to it being a more personal experience. One that’s all about getting you through the tough times, or the ‘Cup of Resolve’ as the brand likes to articulate it,” he noted adding that an underdog story always tends to work.
However, Mcdonald wonders why the brand has not weaved any female protagonist story.
Meanwhile, Spandan Mishra, head of strategic planning, Rediffusion Y&R, finds the film decent which he feels becomes slightly contrived in the end.
“The one thing the brand seems to have taken on board is stubbornness & resilience against the odds, almost mirroring the strength of the coffee itself. To, me it is a success at a branding level,” he said.
Mishra feels that reinvention is needed as the three films follow the same storytelling with music format.