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

The RJ Rishi campaign didn't emerge in isolation. It was the culmination of a three-year brand journey that began in 2014 with NESCAFÉ's '#ItAllStarts' campaign. That earlier campaign featured a stammering stand-up comedian named Rishi, establishing NESCAFÉ as the "Cup of Resolve" for ambitious youth. Following that success came another film featuring a cartoonist who loses his job, both stories celebrating struggle over success.

By 2016, NESCAFÉ and McCann recognized they needed to sharpen their articulation. Starting something new is tough—but staying started is tougher. This insight would become the foundation of their next chapter.

The Story That Broke Through

The film centers on RJ Rishi Rawat, portrayed by actor Sumeet Thakur, who hosts an early morning radio show from 5:30 to 7:00 am on Red FM and struggles to find listeners willing to wake up so early. The TVC shows him arriving at the station before dawn, seemingly the only one there. He prepares meticulously for his show, his enthusiasm undimmed despite knowing what comes next: silence.

Day after day, RJ Rishi tries everything to attract callers. He offers free passes and vouchers. He plays the birthday card—"aaj mera birthday hai" (it's my birthday today). He creates contests and giveaways. Nothing works. The phone never rings. The studio remains quiet except for his voice echoing into the void.

The disappointment is palpable. As he sits alone in the studio, the realization hits him: no one listens to radio so early in the morning. His entire show exists in a time slot the world has collectively decided to sleep through.

The Turning Point

But this is where the story—and the campaign—reveals its brilliance. As RJ Rishi makes himself a cup of NESCAFÉ, something shifts. Instead of seeing his predicament as failure, he reframes it as opportunity. The very fact that no one is listening becomes his unique selling proposition.

He returns to the microphone with new energy and a new pitch: "Share your stories with me, with the confidence that no one's listening." Or at least, not many are. In the anonymity of pre-dawn radio, people could speak freely, share secrets, reveal frustrations, express fears—all without the judgment or exposure that daylight brings.

And suddenly, the calls start pouring in. The phones light up. People who'd been awake early for their own reasons—shift workers, insomniacs, early risers, worried parents—found in RJ Rishi's show a safe space for confession and connection. His persistence had created something unexpected: a community of the unseen.

From Fiction to Reality

The campaign's genius extended beyond storytelling into actual execution. The ad film, which launched on digital platforms like YouTube, Facebook, and Twitter on August 26, 2016, wasn't just entertainment—it was a precursor to something real.

As part of the campaign, Red FM initiated an actual morning show called "NESCAFÉ Mornings" from 5:30 to 7:00 am in 10 cities: Delhi, Mumbai, Kolkata, Ahmedabad, Pune, Jaipur, Guwahati, Indore, Lucknow, and Kanpur. The show went live on September 1, 2016, with RJ Rishi inviting real listeners to speak their hearts out.

Nisha Narayanan, COO of 93.5 Red FM, said: "Red FM has always taken initiatives to inspire the youth and encourage them to stay motivated and it feels great to collaborate with brands that echo a similar sentiment. This is a great opportunity to get closer to our listeners and encourage them to constantly take initiative to pursue their goal."

The Creative Vision

Prasoon Joshi, Chairman of McCann Worldgroup Asia-Pacific and CEO & CCO of McCann Worldgroup India, reflected on the campaign: "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."

Prateek Bhardwaj, National Creative Director at McCann Worldgroup India, articulated the strategic positioning: "In a world full of success stories, NESCAFÉ's 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 continues to evolve the brand into an actual early morning radio show and a fresh new tagline, #StayStarted."

The Target and The Truth

NESCAFÉ's target audience was clear: ambitious and aspiring youngsters aged 16-24 years, who have the inherent desire to succeed. Nayla Sioufi, General Manager - Beverage at Nestlé India, explained: "#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."

The campaign addressed a fundamental truth: young people in India were trying newer and braver things—in careers, in life—whether as stand-up comics, cartoonists, or RJs. And often in such journeys, staying on course is more difficult and critical than starting them.

Jitender Dabas, Chief Strategy Officer at McCann, noted: "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 Production Excellence

The campaign's execution was widely praised. Vipin Dhyani, Founder and Chief Creative Director at Thoughtshop Advertising & Film Productions, found the casting brilliant, with strong performances from the lead and supporting cast, excellent direction, and seamless integration of the brand message.

Mangesh Mulajkar, Senior Vice-President of Account Management at Scarecrow Communications Ltd., captured the essence: "'Sunatha jo jaagat hai woh pavat hai' (Those who listen while awake, receive). The statement sums up the 'never give-up' attitude of the Indian youth today. It is this belief that eggs them to try new things, the same things in a new way, or whatever they need to do to succeed."

The Strategic Amplification

NESCAFÉ ensured the campaign received maximum visibility through strategic media planning across digital, television, and radio platforms. "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," Sioufi confirmed.

The multi-platform approach ensured that the message reached youth wherever they consumed content, creating sustained conversation around the campaign's core insight.

Five Lessons From RJ Rishi's Story

1. Reframe Weakness as Strength

RJ Rishi's breakthrough came when he stopped seeing "no one's listening" as a problem and started positioning it as privacy. The campaign demonstrates that obstacles often contain opportunities if we're willing to reframe them. The lesson: what appears to be your biggest disadvantage might be your most unique value proposition. Don't just solve problems—reimagine them as possibilities.

2. Evolution Beats Revolution in Brand Building

The #StayStarted campaign didn't abandon the previous #ItAllStarts positioning—it evolved it. From stammering comedian to unemployed cartoonist to struggling RJ, each story built on the previous one, creating cumulative brand equity. The lesson: consistency in brand philosophy allows for evolution in execution. Long-term brand building requires patience and progressive refinement, not constant reinvention.

3. Make Fiction Reality for Maximum Impact

The campaign didn't stop at storytelling—it manifested as an actual radio show on Red FM in 10 cities. This transformation from advertisement to lived experience created deeper engagement than passive viewing ever could. The lesson: when possible, extend campaigns beyond media into actual experiences. The most powerful brand building happens when advertising becomes reality, when messages transform into platforms for genuine participation.

4. Glorify Struggle, Not Just Success

NESCAFÉ deliberately positioned itself around struggle rather than achievement, acknowledging that most of life happens in the uncertain middle, not at triumphant conclusions. This resonated with youth who were tired of unattainable success stories. The lesson: authenticity in advertising means showing the difficult parts, not just the victories. Audiences connect more deeply with brands that acknowledge struggle because that's where they actually live.

5. Cast Real, Not Perfect

Using unknown faces telling personal stories created authenticity that celebrity endorsements couldn't match. Young Indians wanted to see themselves reflected, not aspirational versions of success but the messy middle part. The lesson: in an age of polished influencer culture, realness cuts through. Sometimes the most powerful casting choice is someone audiences have never seen before, someone who feels like them rather than someone they wish they were.

The Cultural Context

The campaign launched in an India where coffee consumption remained relatively low compared to tea. NESCAFÉ's task wasn't just selling coffee—it was building a role for coffee in young people's lives, both functional and inspirational.

The timing also mattered. By 2016, India's youth were increasingly pursuing unconventional careers, rejecting traditional paths for creative and entrepreneurial ventures. The struggle RJ Rishi represented wasn't fictional—it mirrored the real challenges faced by millions attempting to build careers outside conventional structures.

The Lasting Impact

The RJ Rishi campaign succeeded in multiple dimensions. It generated significant conversation on social media, strengthened NESCAFÉ's positioning as the "Cup of Resolve," created an actual radio property that extended brand presence, and reinforced the insight that persistence matters more than immediate success.

Viewers described it as hitting them "right in the feels"—evidence that emotional resonance, not just product promotion, drove engagement. The campaign became part of a larger narrative about NESCAFÉ understanding the daily struggles of ambitious youth and positioning itself as their companion through those challenges.

Conclusion: The Radio Never Stops

RJ Rishi's story ends with phones ringing and a studio full of voices, but the real ending is more subtle. It's not about achieving massive success or finally getting recognition. It's about discovering that showing up every day, even when no one seems to notice, creates value in ways you can't predict.

The campaign's tagline—"Starting something new is tough. Staying started is tougher"—captured a truth that resonates far beyond radio shows or coffee consumption. It speaks to everyone who's ever committed to something difficult, who's faced indifference or failure, who's wondered if persistence matters when results don't immediately follow.

RJ Rishi proved that it does. His stubbornness, fueled by daily cups of NESCAFÉ, transformed an empty time slot into a community gathering space. His willingness to keep showing up created something that immediate success never could have: authenticity, trust, and connection.

That's the deeper lesson of #StayStarted. Success stories are inspiring, but struggle stories are identifying. We don't need more tales of overnight success. We need permission to keep going when the path forward isn't clear, when the phone doesn't ring, when the studio stays empty.

Sometimes the most revolutionary act isn't starting something new. It's showing up tomorrow for something you started yesterday, even when nobody's listening. Because eventually, if you stay started long enough, they will be.