MOMS, the OOH arm of Madison World, has featured the Warli characters while executing this campaign for Coke. Coke has unveiled a new campaign in the outdoor, spanning 20 cities across the states of Punjab, MP, Karnataka, Gujarat, UP, Orissa and Bihar. Interestingly, the creatives spanning all media features- are the Warli characters that are typically drawn on the walls of mud huts symbolizing people returning home.
The outdoor agency has used a spell-binding range of innovations to reinforce the expansive and looming presence of the Coke brand in the regional markets. The campaign titled 'Come Home This Diwali' is focused on celebrating the homecoming of the youth and conveys about their wish to remain close to their roots, even as they step out in search of new opportunities. The month-long campaign will continue till Diwali.
Commenting on the campaign execution, Dipankar Sanyal, COO, North and East, MOMS, said, "With the strategic positioning of outdoor media and head-turning lit-up innovations, we made the consumer relate with Coke this Diwali. We have created the festive feel across India to celebrate the homecoming with Coke. Hence, the brand creates an emotional connection with consumers."
To create the atmosphere of celebrations, Coca-Cola has done innovations of various kinds in different languages using a broad mix of media of billboards, unipoles, and mobile vans and back-lit bus shelters, mobile vans, 'driving' the message home.
Also, to reinforce the association of Coke with Diwali which is known to be the festival of lights, several billboards and unipoles were lit with the decorative lights on their borders. At some areas, to propound the idea of homecoming, the homecoming message on the creative was also highlighted using neon light on billboards and mobile vans. In addition, the warli characters have been highlighted with blinking backlit sequences on these displays to depict the dancing characters, MOMS has delivered another winner for Coke. In a truly memorable and a classic initiative, in Bhopal, cutouts of a Coke bottle and decorative lights have been used on backlit bus shelter to attract attention.