Remember the scene in ‘Slumdog Millionaire’, where one of the brothers picks up a used bottle of packaged water, cleans it and fills it with plain tap water, and then reseals it as new to be served to an unsuspecting customer at the restaurant both are working in?
There are thousands of such spurious avatars available everywhere – from restaurants to railway stations and roadside stalls to neighbourhood shops. It is but natural that people eye them with suspicion, even the ones sporting reputed names.
In a bid to fight this suspicion and distrust, Coca-Cola India has launched a new TVC initiative, titled ‘Vishwas Karo’, for its Kinley brand of packaged water. The latest communication takes the core idea of ‘Trust’ to a next level by urging people to start trusting in their inherent goodness and let go of their suspicion and disbelief. The TVC is slated to break on July 25, 2009 in all entertainment and news channels.
The campaign has been conceptualised by Ajay Gahlaut, Creative Head, Ogilvy & Mather Delhi, and directed by Vinyl Mathew of Foot Candles. Carolisa Monterio of ‘Rock On’ fame has lent her voice to the jingle, while the lyrics have been penned by Amitabh Bhattacharya.
The all new communication is an extension of Kinley’s earlier campaign ‘Boond-Boond Mein Vishwas’ (Trust in every drop) and is designed to have a broader conversation that touches life at large. In addition to leveraging mass media, the integrated communication plan also includes out-of-home media and a range of on-ground initiatives.
Avinash Pant, Director - Still Beverages, Coca-Cola India, explained, “Kinley is among the most trusted packaged water brands in the country today. Kinley has over the years established a strong consumer connect by communicating the core benefit of trust through the ‘Boond-Boond Mein Vishwas’ campaign. The latest communication, ‘Vishwas Karo’, takes forward the same conversation of trust to a higher platform and touches life at large. It brings forward Kinley’s belief that a little bit of trust can restore faith between people, within oneself and in the basic goodness of life at large. We are looking forward to greater heights in the Kinley journey.”
O&M’s Ajay Gahlaut said, “There comes a tipping point in a brand’s lifecycle that allows it to bear a larger mantle. Not every brand reaches that point, as few maintain the kind of consistency in vision and expression that makes them synonymous with the message they put out. For almost a decade now, Kinley has stood for trust in every drop (Boond-Boond Mein Vishwas). In fact, Kinley today can be synonymous with trust. In this day and age, most of us have not only stopped trusting each other, but even our own instincts. The new communication from Kinley, thus urges people to rediscover trust in each other.”
The ‘Vishwas Karo’ TVC comprises a montage of slice of life situations, where one is forced to choose between trust and mistrust, and where the decision to “trust a little” helps restores self-belief and faith between people.
The same thought has been captured in the film, which takes one through the clichéd situations of life. For example, at a hunger strike demonstration, where the very decision to trust resolves the fear and differences of people and brings them closer. The jingle in the background, ‘Vishwas kar tere vishwas par, Karle ab hosla… shak se ghira kyo hai bhala’, portrays Kinley’s belief that people’s willingness to trust can restore faith in others as well as within oneself in the basic goodness of life at large. The film ends with an old man who manages to finish the marathon purely because in the moment of doubt he chooses to trust himself, in line with the communication, ‘Kinley - Vishwas Karo’.