Top Story

e4m_logo.png

Home >> Advertising >> Article

Coca-Cola rolls out first international film ‘Library’ from its global campaign in India

13-June-2009
Font Size   16
Coca-Cola rolls out first international film ‘Library’ from its global campaign in India

Coca-Cola in India has unveiled a new campaign from the series of global campaign ‘Open Happiness’ for brand Coca-Cola. The new communication campaign ‘Library’ is the first international film of the global campaign to be aired in India. The latest communication for ‘Coca-Cola Open Happiness’ has been conceptualised by Wieden + Kennedy, global agency for brand Coca-Cola, and is all set to be rolled out on June 13, 2009.

The communication reinforces how sharing a Coca-Cola connects people, and brings a moment of happiness to an otherwise ordinary situation. Targeted at the youth, the new campaign is about inviting people to welcome small moments of joy and happiness into their lives. The idea really is to pause, have a bottle of Coca-Cola and enjoy life's simple pleasures.

‘Coca-Cola Open Happiness’ is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally. The latest communication is a follow up to the series of the campaign which leveraged the passion of ‘Cricket’ and ‘Movies’ by featuring cricketer Gautam Gambhir and actor Aamir Khan respectively.

The TVC, on the theme of ‘Library’, brings to life the silent interaction of two teens connecting over a Coca-Cola while studying in a quiet library. They pass the ‘boring’ study time by using their pens to draw characters on their hands and arms. The boy then draws a Coke bottle on his arm and in response the girl pens a glass with ice cubes on hers. The drawings come to life as they reach across the table and touch hands as the now animated Coca-Cola pours out of the bottle drawing, down the guy's arm onto the girl's hand and into the glass she has drawn. They share a laugh. The spot reinforces how sharing a Coca-Cola connects people and brings a moment of happiness to an otherwise ordinary situation.

According to Kashmira Chadha, Director-Marketing, Coca-Cola India, “Open Happiness brings forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the daily routine to connect with others. The campaign reminds people that Coca-Cola is always there to offer that small moment of fun and refreshment when you need it.”

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.