The new ad film #StayStarted (2016) tells the story of
About The
Advertisements: -
Nescafe took up the #It All Starts with Nescafe stance
in 2014 with the launch of its comic ad in
2014. Watching the new ad #ItAllStarts, the agency has
rejuvenated the brand. The 2-minute long ad portrays
the story of a struggling comic who also stammers. The
story starts with Hussain Dalal enacting because
the main protagonist, who shares his journey that begins
with rejections. While everyone rejected him as a
comedian, he kept at it and turned his weakness into his
strength. He received support from his friends and
family who laughed at his jokes. Finally, he makes it
to the large stage as a comic and makes people laugh.
The ad ends with the comic crediting his success to
Nescafe.
The pressure on youth is rising and Nescafe has taken it
upon itself to motivate the millennial. The coffee brand
aims at encouraging the youth to continue dreaming
and to stay trying to find how to fulfil them without
RJ Rishi and his quest to urge callers for his early morning
show.The advertisement was made by McCann Erickson
Worldgroup, portrays the story of Red FM RJ Rishi who
hosts an early morning show from 5:30 to 7:00 am and
struggles to find listeners who'll hear him as nobody wakes
up. Hence, early TVC, conceptualised by McCann Erickson
Worldgroup, portrays the story of Red FM RJ Rishi who
hosts an early morning show from 5:30 to 7:00 am and
struggles to find listeners who'll hear him as nobody wakes
up so early. Still he goes to the studio with the hope that
someday listeners will call and ask him. Despite luring his
audience with free with multiple methods like passes,
vouchers, 'aj mera birthday hai' but all his attempts were
unsuccessful in elicitng a response from the audience. One
day, an idea strikes his mind, and therefore the tables turn
for the RJ. He transforms the show's weakness into its
strength and tries to lure callers by inviting them to share
their stories, troubles and complaints as nobody are going
to be taking note of them.
In the campaign #BadalLifeKiRaftaar which was launched
in 2018.The brands focuses on the youth who have stepped
into their newfound independence. Their life has undergone
a step of change and a change in pace, pressure and
complexity. during this advertisement, Nescafe stimulated
them to stay up with all that's expected from this new life
and journey that these children are close to undertake
Motivation Process
Analysis
Esteem Needs
It gives you confidence which can be seen in all the three
campaigns- #It all starts, #Stay Started and #Badal life ki
raftaar.
It can be seen in #It all start campaign were the Standup
comedian achieves its goal and Nescafe helps him in
staying energetic and focused.
The campaign portrays an RJ to be resilient to generate
callers and Nescafe helps him in staying up and keep
going.
#Badal life ki raftaar talks about taking one step forward
towards achieving their goals.
Primary Needs
It increases your energy levels provides freshness.
Helps you improve your performance
Secondary Needs
This gives a sense of independence and achievement
and provides psychological well-being. It caters to
young men and women, and tells then to star, stay
focused and achieve success in life.
Psychogenic Needs
#It all starts- Making your weakness into strength
#Stay Started- Sense of Achievement, Motivation to
move forward
#Badal life ki raftaar- Keeping up with the changing
pace in life
Arousal
Emotional Arousal- The ads depict joy, happiness (It all
starts- Stand-Up comedian and Stay stared- RJ Rishi)
also the ads inspires all the artist to never give up and
keep going. and it portrays excitement in the third
Campaign (Badal life ki raftaar). Emotional attachments
help in better connecting of people with the brand.
Tension
Life is full of amazing possibilities, but in order to
achieve the unfulfilled needs we need something to get
started.
Drive Goals
Nescafe serves as a viable option as it keeps us refreshed It targets audience in all these advertisements are youth
and energized and provides the mental stimulus need for with unfulfilled dreams but a desire and passion to fulfil
it because of its taste & aroma and the convenience to be it. These people are generally busy in their everyday
consumed anywhere at any time. life. Thus, the goal is a cup of coffee which is easy to
make and will not take much of their time also at the
Behavior
same time give them the energy to move towards their
Nescafé releases ads which targets ambitious and aspiring dreams.
youngsters within the age group of 16-24 years, who have
the inherent desire to succeed.  Also, it is not directly
promoting the brand but it is adding an emotional connect
and emotional story to it.
By #It all starts campaign Nescafe talks about not only
starting the day with it but also starting your life.
#Stay Started where it says that starting something new is
tougher but staying and not giving up is tougher.
The above process will make the brand Nescafe
synonymous to #It all starts, #Stay Started and #badal Life
Ki Raftaar concept and motivates the cognitive & sensitive
customers to make a purchase.
CAD & Trait Theory b. The Advertisement targetted the following traits
towards its target audience: - 

Analysis  Open-minded: - The Ad might appeal to the

audience, which is open-minded in their thought
process.

1) “ItAllStarts” Campaign  Others Directed: - Rishi was more inclined

towards making others happy as he found his
Have you ever wondered - Can a guy with a stammer, ever
happiness and confidence in doing that. 
become a stand-up Comedian? Well, this ad depicts this
with a perfect character "Rishi". Who ventures out in the  Sensation Seeking: - The ad also perfectly
untested waters of becoming a stand-up comedian while depicts that Rishi was a sensation seeker, as he
trying to use the stammer for his advantage. was willing to take a risk in pursuing a non-
conventional career in Stand-Up comedy.
a. According to the CAD model, the Personality types it
caters to is: -
2) “Stay Started” Campaign
Aggressive: - The main character in the Advertisement has
Imagine being an RJ, who has got no listeners!!!
a never give up attitude in him. It's not easy to keep going
Nescafe’, beautifully depicted this story of Rishi Rawat
forward even when the world might think that it isn't in
and his relentless efforts to get callers.
you. Rishi states in the ad that he's stubborn and won't give
a. While using the CAD theory of Personality, this
up, and eventually, he becomes successful by using his
particular advertisement is targeted to
stammer for his advantage and turns it into "Suspense"
“Aggressive”people, who have got an undying spirit to
factor for his jokes. Hence, Rishi's desire to excel in his
excel at their jobs.
life and career portrays an Aggressive type."
 With a constant quest of getting early morning
calls, Rishi still struggled to find listeners who
are willing to hear him.
  Despite offering his customers ‘’free vouchers”,
telling “Aaj Mera Birthday Hai”, he failed to elicit
any response from his listeners.
 But, we can say that Rishi best fits into Aggressive
category, because he never gave up and quit his
job. Instead he coverted his weakness i.e. “Koi nahi
Sun Raha’, to his biggest strength.
The advertisement targeted the audience who had
following traits-
 Others Directed- The behavior of these
individuals is dependent on others. In the
advertisement as well, Rishi was “others
directed” because he was unhappy while he
was not getting any listeners or calls. The
success of his new idea which resulted in many
calls during his show, motivated him to
continue with the show.
 Open Mindedness/Low Dogmatism- People
who are high on dogmatism, tend to follow a
certain set of rules. We can say that Rishi
Rawat was open minded as he constantly tried
out new ways in order to get a caller instead of
just going by the old ways.
3) “Badal Life Ki Raftaar” Campaign
a. Nescafe’s “badal life ki raftar” tagline, stands out
once again as it appeals to the aggressive individuals
who break barriers and push boundaries to achieve what
they desire; desire being their aspiration towards lead a
better life here. The advertisement is aimed at the
millennials who struggle to manage time in order
accommodate their dreams and how Nescafe supports
them to walk an extra mile in their highly competitive
lifestyle.
b. We attempted to map the personality traits targeted or
conveyed through the brand commercials. The
advertisement here resonates with the Inner Directed
Social Character under the personality traits theory,
where the individuals are directed by their own values
and beliefs. Such that Nescafe appeals to the value
driven youth and associates itself with the efforts and
hard-work.
1. Freud, Sigmund, "The Ego and the Id", The Hogarth Press Ltd. London, 1949.
2. Karen Horney, Available at: <https://pantherfile.uwm.edu/hynan/www/407/40706HORNE.htm>.
[Accessed 28 July, 2020].
Lorem
3. Trait Theory ipsum
of Personality, Kendra Cherry, Available at:
<http://psychology.about.com/od/theoriesofpersonality/a/trait-theory.htm> [Accessed 28 July,
2020].
4. Rook, Dennis W. and Fisher, Robert J., "Normative Influences on Impulsive Buying Behaviour",
The Journal of Consumer Research Vol. 22, No. 3 (Dec., 1995), pp. 305-313
5. 2020. [video] Available at: <https://www.linkedin.com/pulse/badal-life-ki-raftaar-jitendra-
thandani/> [Accessed 27 July 2020].
6. 2020. [image] Available at: <https://www.corporate.nestle.ca/en/media/newsandfeatures/it-all-
starts-with-a-nescafe> [Accessed 26 July 2020].
7. 2020. [image] Available at: <https://www.afaqs.com/news/advertising/48806_the-nescaf233-ad-is-
back-in-a-warm-up-session-with-rj-rishi> [Accessed 26 July 2020].

Advertisement Links:-

AD: 1 “IT ALL STARTS”

1. 2020. [NEW NESCAFÉ AD 2014 | #ItAllStarts] Available at: <https://youtu.be/u1whG-9BjsQ>
[Accessed 27 July 2020].

AD: 2 “STAY STARTED”

2. 2020. [#StayStarted with NESCAFÉ | RJ Rishi’s story | 2016] Available at:
<https://youtu.be/0tBqrioLag4> [Accessed 27 July 2020].

AD: 3 “BADAL LIFE KI RAFTAAR”

3. 2020. [Nescafé badal life ki raftaar subtitle] Available at: <https://youtu.be/pUftAM4_FD4>
[Accessed 27 July 2020]