SUB CATEGORY :

BEST USE OF RADIO MEDIUM

COMPANY ENTERING :

MCCANN WORLDGROUP INDIA, MUMBAI

ENTRY TITLE :

THE DEAD HOUR BY NESCAFE

BRAND :

NESCAFE

ADVERTISER :

NESTLÉ INDIA LTD.

AGENCY :

MCCANN WORLDGROUP INDIA, MUMBAI

CHIEF CREATIVE OFFICER :

PRASOON JOSHI

EXECUTIVE CREATIVE DIRECTOR :

PRATEEK BHARDWAJ

COPYWRITER :

VAIBHAVA BHATNAGAR/PRATEEK BHARDWAJ/ASHISH NATH

ART DIRECTOR :

PRIYANKA SABBERWAL

ACCOUNT DIRECTOR :

BANI SINGH

ACCOUNT MANAGER :

SWATI KHANNA

STRATEGIC PLANNING DIRECTOR :

JITENDER DABAS

AGENCY PRODUCER :

JEET KALRA/AAMIR KHAN

OTHER CREATIVE CREDITS :

AMIT KUMAR

SOUND PRODUCTION COMPANY :

REDFM, NEW DELHI

ENGLISH SCRIPT :

THE RADIO SHOW THAT BECAME A CULT HIT BECAUSE NOBODY WAS LISTENING.

ENGLISH CONTEXT EXPLANATION :

NESCAFE COLLABORATED WITH RED FM, INDIA’S LEADING RADIO STATION, TO CHANGE THE WAY INDIAN YOUTH START THEIR MORNINGS. FOR THE FIRST TIME IN INDIA, A HOSTED RADIO SHOW BEGAN AT 5.30 AM, A SO-CALLED DEAD HOUR IN THE RADIO INDUSTRY. IT INVITED LISTENERS TO COME AND SCREAM OUT THEIR BOTTLED UP FEELINGS, SAFE IN THE KNOWLEDGE THAT NOBODY WOULD BE LISTENING AT THAT HOUR. AND BOY, DID THEY SCREAM. THE SHOW HAS SET NEW INDUSTRY RECORDS IN DIAL-INS AND HAS ALSO SPIKED BRAND SCORES AND SALES FOR NESCAFE.