Nescafe joins hands with Red FM for new Nescafe TVC

02 Sep,2016

By A Correspondent


93.5 RED FM would be seen as an integral part of Nescafe’s new ad campaign #StayStarted which urges listeners to never give up. As part of the campaign, Red FM is initiating a morning show from 5:30–7 am in 10 cities (Delhi, Mumbai, Kolkata, Ahmedabad, Pune, Jaipur, Guwahati, Indore, Lucknow and Kanpur) wherein RJ Rishi will invite listeners to speak their heart out on the show. The show will go live from September 1, 2016 onwards.


The TVC portrays story of RED FM RJ Rishi who is hosting an early morning show from 5:30– 7 am wherein the struggle is to find listeners who’ll hear him as no one wakes up so early. Still he steps in the studio with a bright smile on his face every day in a hope that someday listeners will call and talk to him. Despite luring his audience with free passes, vouchers, ajmera birthday hai, all his attempts are futile eliciting no response from the audience. But, undaunted, RJ Rishi goes on, “But no tring-trong… I’ll play the next song.” One day, while sipping Nescafe, a thought strikes his mind and tables turn hereon. He transforms shows weakness into its strength by realising that everyone would want to talk when no one is listening and starts focusing on this proposition and invite listeners to share their stories as no one is listening. To his surprise, it works and his phone starts ringing with listeners calling from everywhere pouring their hearts out… venting out their frustrations against the boss, seek apology from someone, profess love, and so forth. RJ Rishi has succeeded in his endeavour to garner a response from his listeners!


Speaking on the occasion, Nisha Narayanan, COO, 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 which echoes a similar sentiment. While the idea has been conceptualised by Nescafe’s creative agency, we are thrilled to be a part of the campaign. This is a great opportunity to get closer to our listeners and encourage them to constantly take initiative to peruse their goal. The TVC campaign has been released on various multi-media platforms to ensure high reach and generate conversations around staying undefeated with #StayStarted campaign. Both Red FM and Nescafe enjoy a special place in the hearts of youngsters and we are confident on the success of this collaboration.”



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