Our creative idea stemmed from the insight that the youth was bubbling with bottled-up emotions. They needed a platform where they could be honest and open without the fear of getting judged. We gave it to them in the form of Nescafe Mornings - India’s first ever dial-in show at 5.30 am, a dead hour for the radio industry. A show where the youth could call in and let out their bottled-up feelings, safe in the knowledge that no one’s listening.

The timing of the show wasn't just perfect because it enjoyed little listenership but also because it was just the right time to have a steaming cup of coffee.

We tied up with Red FM, India's leading radio station, to launch Nescafe Mornings. The show was deliberately placed in the 'Dead Hour' so that the callers could be open and honest without any fear.

Through a TVC based on our RJ's life that ran extensively on TV and digital, a series of radio spots, and multiple posts on Facebook and Twitter, we asked listeners to call in and let out their bottled-up feelings.

The show reached millions of people across 4 cities.

On average, the show receives 5x more calls compared to shows in the early morning slot. As a result, it has been extended from 4 to 10 cities across the country.

Such has been the impact of the show that the sales of Nescafe large packs (habit packs) has increased by 7.15%.

Grabbing an early cup of coffee and letting out some steam have become the new morning habits for India's youth.