Summary
- Campaign: Stay Started with Nescafe
- Brand: Nescafe
- Product: Nescafe Coffee
- Target Audience: Youth in India
- Key Figure: RJ Rishi (portrayed by actor Sumeet Thakur)
- Goal: Inspire individuals to persevere through challenges and pursue their dreams
Starting something new is tough
Nescafe’s “Stay Started” campaign featured an emotional and inspiring story centered around RJ Rishi, a radio host struggling to find listeners for his early morning show.
The campaign aimed to motivate viewers to stay persistent in the face of adversity and to never give up on their aspirations.
The ad film showcased RJ Rishi’s daily routine of arriving at the studio early, preparing for his show, and eagerly awaiting callers. Despite his efforts and creative tactics to attract listeners, he remained met with disappointment. However, RJ Rishi’s unwavering determination and passion for his work kept him going.
One day, a turning point arrived when RJ Rishi realized that his early morning show’s unique selling point was that no one else was listening at that time. He seized this opportunity, inviting listeners to share their stories, frustrations, and secrets without fear of judgment. This approach resonated with many, and soon, RJ Rishi’s show became a platform for people to connect and express themselves.
The campaign’s tagline, “#StayStarted,” perfectly encapsulated the message of perseverance and resilience. Nescafe aimed to inspire viewers to embrace their passions and pursue their goals, no matter how challenging the path may be.
