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Coca-Cola unveils integrated communication drive for festive season

06-October-2008
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Coca-Cola unveils integrated communication drive for festive season

Ringing in the festive season, Coca-Cola India has launched a new integrated communication initiative – ‘Deep Jala Ke Dekho’. The initiative, besides giving a reason to celebrate life’s Coca-Cola moments, also includes the rollout of the ‘Coca-Cola Mango Magic Offer’ in the north and central markets of India. As per the offer, a Maaza pack worth Rs 12 is being offered free on the purchase of a 1.5 litre or 2 liter bottle of Coca-Cola Pet bottle.

A TVC to communicate this offer is breaking on all TV channels from the first week of October. The communication has been conceptualised by the McCann Erickson team comprising Tirtha Ghosh and Nakul Sharma, led by Prasoon Joshi, Executive Chairman, Regional Executive Creative Director - Asia Pacific, McCann Erickson. The TVC has been directed by Amit Sharma of Chrome Pictures.

Venkatesh Kini, Vice-President - Marketing, Coca-Cola India, said, “Brand Coca-Cola is all about infusing stream of fun, enjoyment and exhilaration into every moment of life. The creative thought of the new ‘Deep Jala Ke Dekho’ campaign is to capture how the magical power of a Coca-Cola bottle, especially during the festive season, brings family, friends and even strangers together to celebrate happy moments. I am confident that consumers will strongly identify with both the lingo and message of this campaign.”

The TVC revolves around a ‘Jungle Boy’, who is completely ignorant about urban life, being used to the serene life of the jungle. While resting peacefully on the trunk of a tree, he suddenly wakes up to the sound of a falling Diwali rocket on the ground and exclaims “Yokangya!”. He sees lightning in the sky and runs behind it when he comes across a Coca-Cola truck and hops on to it. The truck stops at a town where people are burning crackers and celebrating. A little girl finds the frightened Jungle Boy and runs away. She tell her whole family about him, who invite him to join in the celebrations by offering a sparkler. Initially hesitant, the boy grabs a bottle of Coca-Cola offered to him and gulps it down. Shedding away all his inhibitions, the Jungle Boy joins the entire family in the festive celebrations burning crackers and drinking a bottle of Coca-Cola.

Commenting on the creative thought behind the campaign, Prasoon Joshi said, “When the campaign was conceived, we thought of showing the large-heartedness of people and the festival. The soul of Diwali, or for that matter any festival in India, is the inclusiveness. ‘Jalao diye, par rahe dhyan itna; andhera dhara pe kahin reh na jaye’, that is, lighting lamps in Diwali is not only for yourself; the true spirit of the festival is in sharing the lights, sharing the joy with other people. If one looks back at the Coca-Cola history, the brand has always stood for ‘share my dream, share my Coca-Cola’. This is what we are trying to communicate through this campaign.”

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