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When No One's Listening: The RJ Rishi Story That Taught India To #StayStarted
August 2016. In the pre-dawn darkness, when most of India sleeps, one radio jockey arrives at his station for a show that nobody listens to. This wasn't just a scenario in an advertisement—it was a truth that NESCAFÉ India transformed into one of 2016's most memorable campaigns. Created by McCann Worldgroup Delhi, the #StayStarted campaign featuring RJ Rishi would challenge a fundamental assumption: that starting something is the hardest part. The Evolution of a Brand Idea Th
2 days ago7 min read
Nescafé "#ItAllStarts": Storytelling for Beverage Repositioning
Executive Summary Nescafé, Nestlé's flagship instant coffee brand, launched the "#ItAllStarts" campaign in India in 2015 to reposition the brand from a functional morning beverage to an emotional enabler of new beginnings and personal transformation. The campaign represented a strategic shift in Nescafé's communication approach—moving from product-centric messaging to insight-driven storytelling that connected coffee consumption with meaningful life moments. This case examine
Dec 13, 202511 min read
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