‘Stay Started’- The new Mantra
Everyone at some-point or the other must have felt dejected and at the verge of giving up on the things or task in hand. But then you hear that little inner voice saying, ‘Keep Going, you can do it’. And yes, that’s what gets all our new ventures, avenues, challenges turning into success with our very own determination to stay focused.
As always Nescafe comes up with an brilliant campaign ‘Stay Started’ with the heart connecting story of RJ Rishi despite his odd hour job schedule which has sleepy head listeners and no callers. And yet every morning dutifully with a new high spirit he walks in, trying to add some new spice turning all vain 🙁 No callers “But no tring-trong… I’ll play the next song.”
Something true on what the watchman says, strikes him and decides to turn this weakness to his stride. Bang on it works, the stubborn RJ and a cup of coffee have a breakthrough – Inviting listeners to share their stories, since no one is listening!
The brand has taken aboard, stubbornness and resilience against the odds, almost mirroring the strength of the coffee itself. The video was posted on YouTube about a week ago and has garnered more than 3 million views. To, me it is a success at a branding level.