Having made 'thanda' synonymous with Coca-Cola, the company recently announced the launch an intensive integrated marketing communication programme for this summer. Based on the theme 'Sabka Thanda Ek', the campaign has been designed to build the brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice, which would bring people together.
The campaign has been conceptualised by Prasoon Joshi, Executive Chairman and Regional Creative Director-South and South-East Asia, McCann Erickson.
The new Coca-Cola commercial opens with brand ambassador Aamir Khan shown as a no-nonsense attendant in a train compartment. There is an underlying friction among the various passengers as they settle down to share the same compartment space with others. As the train emerges from a tunnel Khan finds the bottle of Coke he was carrying to be empty. As he follows the trail of burps to nail the culprit, a final act ends the search in a surprising climax.
Khan's makeup man Jogendra G. Gupta needs a special mention for his superb presentation of the actor's new look of the attendant.
As part of the integrated communication plan, a range of initiatives including mass media advertising and leveraging the digital space like the Internet are being rolled out. To extend the reach and appeal of the new summer campaign, the company also plans to leverage the Internet by building and promoting online communities. The strategy includes leveraging through Myenjoyzone.com, the interactive destination for Coca-Cola consumers.
To complement the entire brand messaging process, a whole range of on-the-ground initiatives, including road shows and contests across all key markets is also being rolled out.
According to Venkatesh Kini, Vice-President, Marketing, Coca-Cola India, "Over the years, we have made 'thanda' and refreshment synonymous with Coca-Cola. The new campaign strengthens the universal appeal of the brand among the consumers. It offers a higher order of emotional benefit of bringing people together."
According to McCann Erickson's Joshi, "The sheer power of the Coca-Cola brand lies in its universal appeal. The creative challenge was to come up with a campaign, which clearly brings out this universal appeal. While doing so, care needed to be taken to ensure a higher order of emotional benefit for the consumer. The new campaign captures all these emotions in a very entertaining and engaging manner."
The new campaign brings together Khan and Joshi after the superhit 'Rang De Basanti'.