Coca-Cola India has launched its new integrated marketing campaign – ‘Coke and Meals’ – which builds on the values of togetherness and bonding over mealtimes with family and friends. The theme of the campaign – ‘Saath Khao, Khushiyaan Badhao’ – will be further amplified through association with master chef, Sanjeev Kapoor.
The TVC, which breaks across channels on October 18, 2012, has been scripted by Prasoon Joshi, Executive Chairman and CEO, McCann Worldgroup and his creative team, and directed by Ram Madhvani of Equinox films. The ad jingle has been composed by Bollywood music composer Shantanu Moitra.
In addition to mass media advertising, the integrated communication programme will be extensively leveraged through social media, radio, point of sale and a host of on-ground initiatives.
Elaborating on the campaign, Anupama Ahluwalia, Vice President – Marketing, Coca-Cola India and South West Asia said, “Through the ‘Coca-Cola and Meals’ campaign, we are urging consumers to bring togetherness to the meal occasion, which seems to fast disappearing due to modern day pressures.”
On bring on board Sanjeev Kapoor for the campaign, she said, “Being one of India’s most credible, sought after and loved chef, Sanjeev will be the perfect ambassador for this campaign.”
Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation across key markets. Kapoor will invite recipes from consumers, out of which nine winners will get to be part of the TV show ‘Sanjeev Kapoor’s Kitchen’ on the FoodFood channel. The contest will run from October 1 to November 30. In addition, there would also be various promotions in the modern trade channels which will see Kapoor and his chefs engage in a live cook-off in three cities.
To further build energy around the idea of ‘Saath Khao, Khushiyaan Badhao’, Coca-Cola will also be rolling out a campus programme, based on the premise, ‘Happiness strike where you’d least expect it’. This activation will involve mothers paying a surprise visit to certain campuses and cooking for the students. The beverage company will also capture the ‘fun’ and ‘togetherness’ moments experienced by consumers at restaurants by introducing a ‘Happiness camera’ that will click photos of them sharing a meal with their family and loved ones. These on-ground initiatives will be supported and complemented by a digital campaign.