Coca-Cola is ready with its new TVC and this one features Aamir Khan in a new avatar – that of a digital one for the first time. The TVC is all set to roll out in the second week of September 2009. It has been conceptualised by Prasoon Joshi, Executive Chairman, Regional Creative Director, Asia Pacific, McCann Erickson, and Ashish Chakravarty, Creative Chief, McCann Erickson Delhi. The film has been directed by Abhijit Choudhary of Black Magic Motion.
The communication takes the thought of ‘Open Happiness’ forward by inviting people to take a break from their lives and welcome small moments of joy and happiness with people around them and a bottle of Coca-Cola for company. Leveraging the passion of video gaming amongst the youth, the communication uses the racing videogame as a device to connect with them in a warm, engaging yet in a surreal way. The film contrasts the fun of gaming with the more abiding joy of sharing a bottle of Coca-Cola with friends. The film also showcases how simple joy of sharing Coca-Cola entices one away from the virtual to the real world of affection and friendship.
The latest communication showcases two young girls searching for their friend (Aamir) who is so engaged in playing video games that he has virtually become a part of the game as an animated character. Hence, we see an animated Aamir on his bike racing in a virtual world. However, as the girls put ice in a glass, open a bottle of Coca-Cola and pour it into the glass, Aamir starts to lose his on from his game and is tempted to come out in real life an join his friends. The film ends when another animated character, who was Aamir’s rival in the game, also steps into the real world to enjoy Coca-Cola as the girls open another bottle of Coca-Cola. The communication ends with the words - ‘Aap Muskuraingey, Bul Bule Gun Gunayaingey (You smile, so do the Bubbles in a bottle of Coca-Cola) – Open Happiness’.
On his ‘new’ role, Aamir Khan said, “It is a very interesting concept as for the first time my features have been replicated as an animated character through special effects. I think the robotic animated look has really come out well in the film and I hope that my fans will like me in this new animated avatar.”
Kashmira Chadha, Director - Marketing, Coca-Cola India, explained, “Coca-Cola is all about infusing fun, enjoyment and exhilaration into every moment of life. The creative idea behind the latest ‘Open Happiness’ communication is to bring forward the thought of enjoying a bottle of Coca-Cola, while taking a pause from the virtual life that the youth today engages in. The latest communication shows how simple joy of sharing life’s smallest pleasures with a bottle of Coca-Cola lures one away from the virtual to the real world of love and friendship.”
Prasoon Joshi, added here, “The thought in this commercial was that technology connects us, it makes our life easier and full of fun. At the same time, technology completely absorbs some people to the extent of alienating them away from other humans and life around us. So, the commercial revolves around the thought that Coca-Cola urges you to come back to life, come back to friends, come back to your own people.”