Coca-Cola in India has unveiled a new campaign from the series of global campaign ‘Open Happiness’ for brand Coca-Cola. The new communication campaign ‘Library’ is the first international film of the global campaign to be aired in India. The latest communication for ‘Coca-Cola Open Happiness’ has been conceptualised by Wieden + Kennedy, global agency for brand Coca-Cola, and is all set to be rolled out on June 13, 2009.
The communication reinforces how sharing a Coca-Cola connects people, and brings a moment of happiness to an otherwise ordinary situation. Targeted at the youth, the new campaign is about inviting people to welcome small moments of joy and happiness into their lives. The idea really is to pause, have a bottle of Coca-Cola and enjoy life's simple pleasures.
‘Coca-Cola Open Happiness’ is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally. The latest communication is a follow up to the series of the campaign which leveraged the passion of ‘Cricket’ and ‘Movies’ by featuring cricketer Gautam Gambhir and actor Aamir Khan respectively.
The TVC, on the theme of ‘Library’, brings to life the silent interaction of two teens connecting over a Coca-Cola while studying in a quiet library. They pass the ‘boring’ study time by using their pens to draw characters on their hands and arms. The boy then draws a Coke bottle on his arm and in response the girl pens a glass with ice cubes on hers. The drawings come to life as they reach across the table and touch hands as the now animated Coca-Cola pours out of the bottle drawing, down the guy's arm onto the girl's hand and into the glass she has drawn. They share a laugh. The spot reinforces how sharing a Coca-Cola connects people and brings a moment of happiness to an otherwise ordinary situation.
According to Kashmira Chadha, Director-Marketing, Coca-Cola India, “Open Happiness brings forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the daily routine to connect with others. The campaign reminds people that Coca-Cola is always there to offer that small moment of fun and refreshment when you need it.”