Home >> Advertising >> Article

Coca-Cola embarks on Diwali campaign; ties up with SRK’s Ra.One

12-October-2011
Font Size   16
Coca-Cola embarks on Diwali campaign; ties up with SRK’s Ra.One

Coca-Cola has launched its new integrated communication initiative – ‘Khushiyan Baatne Se Hi Badhti Hain’, this Diwali. The campaign builds on the values of inclusivity, spreading and extending happiness. The theme of the Diwali campaign is that ‘Happiness just becomes bigger when you extend it to others, making the sphere of happiness larger and it lights up everything around you’.

To further amplify the campaign, Coca-Cola has tied up with Shah Rukh Khan’s soon-to-be-released movie ‘Ra.One’ through an interesting consumer promotion.

Elaborating on this initiative, Anupama Ahluwalia, VP – Marketing, Coca-Cola India and South West Asia, said, “Coca-Cola, the universal icon of happiness, believes that happiness becomes much bigger when you share it with others. We have built our Diwali campaign based on this simple proposition. Just as Diwali marks a new beginning and brings on the celebratory mood, it also gives us a good reason to undertake a little act of digging into our own happiness and sharing it with others, in turn making the moment even more special. What better way to symbolise this act but by lighting ‘Diyas’. By taking two extra diyas – taking a bit of your happiness and lighting it for somebody else or at someplace else, we believe will serve as happiness multiplier. We are confident that this new communication will strike a chord with the Coca-Cola consumers and serve as a catalyst in making their Diwali a little more special and memorable.”

The ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign has been conceptualised by Prasoon Joshi, Executive Chairman McCann Worldgroup India, Regional Creative Director Asia Pacific McCann World Group, and co-created by Rahul Matthew, Executive Creative Director and Akshay Kapnadak, Senior Creative Director. Team also included Jitender Dabas (Strategic Planning) and Ashish Bahl (Client Servicing). The film has been produced by Ram Madhvani of Equinox Films, while the background score has been composed by music composer Shantanu Moitra. The TVC will also be supported by a strong digital media campaign that aims to amplify the concept of sharing happiness through the act of lighting diyas.

Speaking about the latest initiative, Prasoon Joshi said, “Working on this particular campaign has been a very fulfilling experience. The McCann and Equinox team has turned this campaign around in record time. What makes this campaign unique is that it is only Coke who can speak such a heartwarming language and talk about extending happiness in such a simple yet special manner. The thought of amplifying one’s happiness by including much more than the obvious. How often in our fast paced life do we take a step back and think about the small things that add immense meaning to our lives; about those people who play small but endearing roles in our everyday life? Sometimes a little detour into the simple lanes of life makes it special. The Coca-Cola ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign echoes the same sentiment and encourages everyone to make this Diwali more special and memorable by undertaking the simple act of lighting two diyas for someone/ someplace else, thus extending happiness and spreading joy.”

The Ra.One promo
Meanwhile, Coca-Cola is using the Coca-Cola-‘Ra.One’ association to amplify the Diwali campaign theme - Happiness just becomes much bigger when you share it. As part of the consumer promotion, consumers are invited to call at (0) 80009 80009 and respond to the question - Who will you light 2 diyas for, this Diwali? 25 respondents chosen through a computer generated luck draw will win a chance to meet the leading star of ‘Ra.One’, Shah Rukh Khan.

The two-week long consumer promotion will be promoted through a TVC featuring SRK, who will invite the consumers to participate in the promotion. In addition, the contest will also be promoted through the use of digital medium, including mobile and banner applications which will reach out to close to 50 million consumers and ask them to share who will they light two diyas for this Diwali and win an opportunity to meet the superstar, Shah Rukh Khan.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

John Immesoete talks about the changing role of CCOs in the digital era, new agency models and more

Guenther Sproll of Germany's Liebherr-Hausgeräte on his game plan for the Indian market, product pricing and more

By launching its global Generosity Campaign in India, Cadbury now explores the theme of Achhai (goodness), building on its strong proposition of Kuchh Meetha Ho Jaaye