Coca-Cola’s ‘Share A Coke’ ad comes to India

#ShareACokeIndia is the Indian spin of Coca-Cola’s global campaign, which has been reinvented to connect with fans of the beverage across the country

by exchange4media Staff
Published - Apr 17, 2018 5:53 PM Updated: Apr 17, 2018 5:53 PM

Coca-Cola India has unveiled a new ad campaign for its recently launched ‘Share A Coke’ initiative. #ShareACokeIndia is the Indian spin of Coca-Cola’s global campaign, which has been reinvented to connect with the Indian consumers, taking ‘Relationships’ as the concept. With theme ‘Har Rishta Bola, Mere Naam Ki Coca-Cola’, the narrative draws upon the significance of relationships for Indians. 
  
Explaining the thought behind the campaign, Ajay Bathija, Director-Colas, Coca-Cola India & South-West Asia, said, “Share A Coke campaign has sparked imagination across the globe and received overwhelming love from the consumers. We are delighted to bring this campaign to India and create more ways for people to enjoy their special moments of togetherness with the people they care about. The new TVC captures the essence of unique relationships and celebrates connecting people together in a new way. It is this refreshing take on changed nuances of relationships that is the core of our communication.”
Highlighting the thought behind the campaign, Prasoon Joshi, Chairman Asia Pacific, CEO & CCO McCANN Worldgroup, said, “The core of Coca-Cola communication has always been about magical moments in relationships between people. Share A Coke campaign is also about the true meaning of relationships and the charm in how we express those emotions. The brand again plays the enabler of that magic between people and their relationships.”
As part of Share A Coke campaign, Coca-Cola India conducted a survey amongst its target audience of 18–29 year olds to identify what the campaign should be about. Out of the five concepts shared with the participants (name, designations, relationships, film dialogues and film names), most of them picked relationships. Participants were also asked to list their top 20 relationships and the most popular ones made their way to the labels on bottles and cans. The process helped Coca-Cola understand the relationships that are most significant to today’s youth.
Labels have been created in 12 languages, which are English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi. Each relationship is accompanied by an exciting descriptor, such as Grandad (Old School. Yet Cool), Grandma (Scolds me. Spoils me), Daddy (My teacher. My friend), Mom (Above the rest. Simply the best) Son (My devil. My angel), Sis (Supermodel. Super role model), Bro (Troublemaker. Merrymaker), Boss (Pushes me. Promotes me) and nicknames including BFF (Laughs with me. Cries with me), Bae (Bugs me. Hugs me).
The multi-faceted India campaign includes a number of consumer touch points, including marketing activations, digital and social media engagements, in-store marketing and marketing campaigns with Diljit Dosanjh. Further, consumers can go online to download virtual Share A Coke labels at Coca-Cola India Journey webpage.
The ‘Share A Coke’ campaign was first launched in Australia in 2011, as a new concept of identifying ways in which consumers could share their favorite beverage with friends and family. Initially named ‘Project Connect,’ the campaign entailed new packaging that had the ‘Share a Coke’ logo followed by one of 150 names popular in Australia. In the following years, it made its way around the world as ‘Share A Coke,’ getting a new spin in different regions – with popular film dialogues, film names, songs and designations printed on the labels. In the UK, the campaign first launched in 2013 with popular names. Following its success, in 2017, the labels had names of popular cities and holiday destinations from around the world.

Creative Team on the campaign:

• Agency: McCANN India
• Creative Team: Team McCANN
• Production House: Curious films
• Post Production House: Prime Focus
• Director: Vivek Kakkad
• DOP: Michal Sobocinski
• Music: Sameer Uddin

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