Coca-Cola has launched its new integrated communication initiative – ‘Khushiyan Baatne Se Hi Badhti Hain’, this Diwali. The campaign builds on the values of inclusivity, spreading and extending happiness. The theme of the Diwali campaign is that ‘Happiness just becomes bigger when you extend it to others, making the sphere of happiness larger and it lights up everything around you’.
To further amplify the campaign, Coca-Cola has tied up with Shah Rukh Khan’s soon-to-be-released movie ‘Ra.One’ through an interesting consumer promotion.
Elaborating on this initiative, Anupama Ahluwalia, VP – Marketing, Coca-Cola India and South West Asia, said, “Coca-Cola, the universal icon of happiness, believes that happiness becomes much bigger when you share it with others. We have built our Diwali campaign based on this simple proposition. Just as Diwali marks a new beginning and brings on the celebratory mood, it also gives us a good reason to undertake a little act of digging into our own happiness and sharing it with others, in turn making the moment even more special. What better way to symbolise this act but by lighting ‘Diyas’. By taking two extra diyas – taking a bit of your happiness and lighting it for somebody else or at someplace else, we believe will serve as happiness multiplier. We are confident that this new communication will strike a chord with the Coca-Cola consumers and serve as a catalyst in making their Diwali a little more special and memorable.”
The ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign has been conceptualised by Prasoon Joshi, Executive Chairman McCann Worldgroup India, Regional Creative Director Asia Pacific McCann World Group, and co-created by Rahul Matthew, Executive Creative Director and Akshay Kapnadak, Senior Creative Director. Team also included Jitender Dabas (Strategic Planning) and Ashish Bahl (Client Servicing). The film has been produced by Ram Madhvani of Equinox Films, while the background score has been composed by music composer Shantanu Moitra. The TVC will also be supported by a strong digital media campaign that aims to amplify the concept of sharing happiness through the act of lighting diyas.
Speaking about the latest initiative, Prasoon Joshi said, “Working on this particular campaign has been a very fulfilling experience. The McCann and Equinox team has turned this campaign around in record time. What makes this campaign unique is that it is only Coke who can speak such a heartwarming language and talk about extending happiness in such a simple yet special manner. The thought of amplifying one’s happiness by including much more than the obvious. How often in our fast paced life do we take a step back and think about the small things that add immense meaning to our lives; about those people who play small but endearing roles in our everyday life? Sometimes a little detour into the simple lanes of life makes it special. The Coca-Cola ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign echoes the same sentiment and encourages everyone to make this Diwali more special and memorable by undertaking the simple act of lighting two diyas for someone/ someplace else, thus extending happiness and spreading joy.”
The Ra.One promo
Meanwhile, Coca-Cola is using the Coca-Cola-‘Ra.One’ association to amplify the Diwali campaign theme - Happiness just becomes much bigger when you share it. As part of the consumer promotion, consumers are invited to call at (0) 80009 80009 and respond to the question - Who will you light 2 diyas for, this Diwali? 25 respondents chosen through a computer generated luck draw will win a chance to meet the leading star of ‘Ra.One’, Shah Rukh Khan.
The two-week long consumer promotion will be promoted through a TVC featuring SRK, who will invite the consumers to participate in the promotion. In addition, the contest will also be promoted through the use of digital medium, including mobile and banner applications which will reach out to close to 50 million consumers and ask them to share who will they light two diyas for this Diwali and win an opportunity to meet the superstar, Shah Rukh Khan.