Coca-Cola has recently unveiled ‘Open Happiness’, which is designed to serve as a platform for all integrated marketing initiatives for the brand globally. The strategic communication for ‘Coca-Cola Open Happiness’ in India has been conceptualised by Nakul Sharma, Creative Team Leader, Copy, and Tirtha Ghosh Creative Director, Art, under the supervision of Ashish Chakravarty, Executive Creative Director, McCann Erickson Delhi.
A new TVC is breaking on all entertainment and news channels on February 25. The first in the series of the 2009 campaign leverages the passion of cricket amongst the youth by featuring cricketer Gautam Gambhir.
The TVC describes how the game of cricket and a bottle of Coca-Cola can add fun and refreshment in our lives by sharing the moments of happiness together. Cricket and Coca-Cola make people realise the joy of coming together and becoming a ‘dost’ (friend), after all happiness is all about sharing. To bring out this thought, the latest communication is set at a proverbial neighbourhood shop – ‘Milne Ka Adda’. The place where people once used to get together to support their favourite cricket team has now lost its attraction. What follows next is how Gambhir, with the help of cricket and Coca-Cola, gathers strangers from all walks of life to experience the sheer joy of coming together and sharing their happiness. The entire place is soon filled with people cheering for their favourite cricket team while drinking Coca-Cola. The commercial shows how Coca-Cola adds fun and refreshment in the lives of the people by bringing them together, aptly captured by the thought – ‘Coke Ke Saath Dost Free’.
Kashmira Chadha, Director - Marketing, Coca-Cola India, explained, “‘Open Happiness’ is our latest global campaign for brand Coca-Cola. It brings forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the daily routine to connect with others. The new communication initiative invites people to welcome and share small moments of joy and happiness into their lives with a bottle of Coca-Cola. In addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives, including in store and on-the-ground activation across all key markets.”
Commenting on the creative thought, Ashish Chakravarty, Executive Creative Director, McCann Erickson Delhi, said, “The world today on the face of it is all connected through SMS, chats, social networking sites, etc. But if one digs deeper, as an individual we are perhaps getting very disconnected, the proof of this is if you look at hangout places or ‘addas’. They are not as popular as they used to be. This is the insight that we have used in the latest Coca-Cola ‘Open Happiness’ campaign. The latest campaign stars Gautam Gambhir, which again reinforces the point that cricket as a game is best enjoyed in a group rather than as an individual.”
He added, “The brief we got from Coke was to do a summer cricket campaign. It linked very well with cricket. The youth is always digitally connected, but Coca-Cola also has the power to bring perfect strangers together and make them friends. The message that we have tried to convey through the TVC is that ‘open happiness’ is really an invite this summer to do exactly the same.”