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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
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