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Coke takes the masses route to spread happiness

03-March-2014
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Coke takes the masses route to spread happiness

Celebrating the little joys of life, Coca-Cola, has launched a campaign giving a new twist to ‘Open Happiness’. The campaign – ‘Choti ho ya badi, har khushi mein Coca-Cola’, which features Farhan Akhtar and Deepika Padukone, seeks to embrace and celebrate all the little moments of happiness. It is another step in the company’s journey of taking Coca-Cola closer to the masses.

The film opens with Deepika Padukone and her friend missing their college bus on an exam day. Padukone says that now that she will fail her exam, she’ll be forced to get married and peel peas all her life. Farhan Akhtar takes a sip of Coke and asks Padukone and her friend to take a ride on a rickshaw. The rickshaw overtakes the bus and stops at Padukone’s college. As Padukone thanks Akhtar and hands over the Coke bottle, he says that he won’t let her peel peas. The film ends with the voiceover ‘Choti ho ya badi, har khushi mein Coca Cola’.

Elaborating on the new campaign, Debabrata Mukherjee, VP - Marketing & Commercial, Coca-Cola India said, “Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, ‘Choti ho ya badi, har khushi mein Coca-Cola’, we have translated the brand’s happy energy into a series of commercials which capture the essence of finding moments of joy in our day to day lives. The language is very colloquial; the situations are every day, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple – celebrate your moments of happiness, small or big, with a bottle of Coca-Cola.”

He further said, “We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses, and both Deepika and Farhan slipped into the roles of ‘everyday people’ with great ease. They are great role models and very inspirational for millions across the country.”

Commenting on the campaign, Prasoon Joshi, CEO and Chief Creative Officer, McCann World Group India said, “The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in a small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It’s this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors that have captured the imagination of the whole country, essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city.”

The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been produced by Guneet Monga’s Golden Gaddi Films and directed by acclaimed director Anurag Kashyap.

In addition to leveraging mass media advertising, the integrated communication plan includes out-of-home (OOH), digital, behind the label promotion, point of sale merchandise and on-ground initiatives across all key markets.

Watch the ad here…

Has the small town route helped?

Expert take
Bodhisatwa Dasgupta, Creative Director, Grey Worldwide remarked, “I quite like the new Coke commercial. In fact, to be fair and honest, I like all the commercials they do. Coke tells lovely little stories around happiness that warms the cockles of the heart. I feel the characters in the film are rich – somebody’s obviously gone through great lengths to do character sketches. All in all, a great film.”

Our take
Spreading the promise of happiness, optimism and joy, Coca-Cola has once again created a refreshing ad that will resonate across the length and breadth of the country. The earthy settings of a small town make the commercial more engaging. The campaign spreads the message that people should celebrate every moment of happiness, be it small or big.

Farhan and Deepika have played their parts very well. Their chemistry and interactions are very entertaining, especially when Deepika laments that she will have to get married and peel peas for her entire life. Farhan is depicted as the hero who tries his best to impress his love and assures the girl that he will never let her peel peas. The use of rickshaw by Farhan and the colloquial language used in the commercial adds to the feel of a small town. The ad will surely appeal to the masses.

The commercial reminds us of the series of iconic ads done by Coke with Aamir Khan. Overall, it’s a refreshing, happy and bubbly campaign from Coke.
 

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