India is primarily a tea-drinking country. This has been a major hurdle for Nescafe, India's biggest coffee brand.

Nescafe wanted to change the way India’s tea-drinking youth start their mornings. It wanted to help them form new habits and challenge existing norms and culture. Nescafe wanted to form a deep connection and engagement with this audience and show them a new way to start the day.

Extreme work stress and unnatural codes of politeness and respect have lead to India's youth bubbling with bottled-up rage and emotions.

Nescafe Mornings that airs at 5.30 AM. Youth call in and vent out safely in the knowledge that no one is awake and listening in.

The emotional outburst helps them lighten up before they start their day.

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.