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Cricket, Cinema, Coca-Cola bringing India and Pakistan closer!

Cricket, Cinema, Coca-Cola bringing India and Pakistan closer!

Author | Pallavi Goorha | Tuesday, May 06,2008 8:10 AM

Cricket, Cinema, Coca-Cola bringing India and Pakistan closer!

Shoaib Akhtar playing along side Sourav Ganguly – improbable? No. DLF IPL T20 Tournament will soon see the two fighting it out for the Kolkata Knight Riders. And now, an ad created in Pakistan to woo Indian consumers? Yes. A Coca-Cola campaign created by O&M Lahore has hit Indian TV screens after some customisation by McCann Erickson Delhi. Truly a time for ‘Jashn Mana Le’.

Cricket and Bollywood have crossed borders between the two neighbours, having an overwhelming impact on complex issues like India-Pakistan relations. And adding to the bonhomie is the Coca-Cola ad created by O&M Lahore, which is part of the global campaign that has been successfully running in the Middle-East besides Pakistan.

McCann Erickson Delhi has customised the 30-second TVC with Indian locales and Indian models, while Ram Sampat has composed the music. The TVC has been directed by Sujit Sarkar and produced by Sarkar’s production house Rising Sun.

A Coca-Cola spokesperson said, “Coca-Cola has trapped its global repository of brand creative and is airing a new ad, which brings out the whole thought process of ‘Jashn Mana Le’. It is all about celebrating and having fun with friends and a bottle of Coca-Cola.”

The TVC broke in India across all major channels on May 3. It is a continuation of the Coca-Cola ‘Jashn Mana Le’ campaign featuring Hrithik Roshan and a bunch of youngsters. The ad features a group of friends having fun with a bottle of Coca-Cola while enjoying a meal at a restaurant. The act of ‘handling the bottle’ and the ‘fun of pouring Coke’ has been developed into a sign language between youngsters that brings friends together and aids in ‘bonding across the various tables in the restaurant’.

Tags: e4m

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