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Coke opens the ‘crazy’ side of happiness

07-January-2013
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Coke opens the ‘crazy’ side of happiness

How many times have you made a stranger laugh at your crazy deeds? When was the last time you fed a homeless stray dog? Are you crazy enough to spread kindness? This season Coke urges consumers to open happiness by going crazy.

In a world paralysed with negativity and despair, Coke’s New Year resolution is to go crazy and celebrate the unsung stories of kindness and joy that inspires us to adopt such acts of goodness. Celebrating the values of optimism and kindness, Coca-Cola has rolled out its latest TV commercial that builds on the theme of the 2012 campaign, ‘Believe in a happier tomorrow,’ featuring real-life characters that encourage individuals to engage in acts of genuine goodness to shape a happier and more harmonious world.

Conceptualised by McCann Erickson, the campaign titled ‘Crazy for happiness’ is an extension of ‘Umeed wali dhoop, sunshine waali aasha’ campaign that urged people to look at the brighter side of life, celebrating those who radiate optimism, with myriad reasons to believe in a better tomorrow.

The TVC shows real-life heroes, namely, Palak Muchhal, who is a teenage singer from Indore and performs stage shows to collect money for treating poor children suffering from diseases and Abhishek Bhowmick, who loves stray dogs and spends a part of his salary for animal welfare.

The ad shows people from various walks of life committed to random acts of kindness that includes a girl who draws smileys on car windows, another one who high fives strangers, a third who uses her gifts as a singer to raise money for the treatments of sick children, and the young man who makes a daily commute to the far end of his city to feed homeless dogs. Even in the face of negativity, these are people who, through their ‘crazy’ acts of optimism bring happiness.

Speaking about the campaign, Anupama Ahluwalia, Vice President – Marketing, Coca-Cola India and South West Asia said, “In today’s world, we have become insular and self-focussed. The ‘I’ tends to stop caring for the ‘We’. Being kind to a stranger is often considered ‘crazy’.  When you do something good for others, happiness is inevitably the end result. Therefore, be a little crazy and open happiness.”

It is typically believed that cola consumption happens during the summer season and the cola war begins with brands bombarding the consumers with fresh campaigns at the onset of summer. But Coke has chosen this chilly winter to launch the campaign due to which the campaign will garner maximum eye balls.

Prasoon Joshi, CEO and Chief Creative Officer, McCann World Group India said, “We are fast becoming a society with growing levels of selfishness and apathy, and are losing intrinsic values such as kindness and concern for others. In such times, when you see someone being kind to strangers, it brings a smile to your face. You feel positive and optimistic about the world we live in.”

“The Coca-Cola ‘Crazy For Happiness’ campaign believes and celebrates such selfless/random acts of kindness by strangers, thereby provoking belief in a happier world,” he added.

The upbeat and feet-tapping ‘Haan mein crazy hoon’ jingle is composed by musician Amit Trivedi. The campaign has been scripted by Prasoon Joshi, Sambit Mohanty, Rahul Mathew, Vineet Mahajan, Akshay Kapnadak of McCann India and the film is directed by Shujaat Saudagar of Boot Polissh Films.

Experts speak
Experts feel that the brand has been able to portray happiness in a different context which is about being crazy and infuse happiness in people’s lives. The jingle gets thumbs up from the creative fraternity.

Satbir Singh, Managing Partner and Chief Creative Officer, Havas Worldwide India said, “I smiled when I saw it. What more can you say about something that talks of spreading happiness. I loved ‘Umeedo wali dhoop’ as a jingle. It has stayed with me even after the campaign is over.” He added, “This one is sweet, nicely done with a hummable jingle.”

Santosh Padhi, Chief Creative Officer and Co-Founder, Taproot India said, “It’s a sweet commercial and I think they have managed to cover everything but in the highly cluttered category, it’s not cutting nice for me or making me stop and notice it.” However, he thinks that the jingle is nice, catchy and very well produced.

“I believe that the happiness territory has a lot of potential. They have taken the happiness territory to a slightly different tangent and that is appreciated but they should try and milk it even more because whatever they are doing now is average,” he added. According to him, Coke should create memorable campaigns such as the Coke Paanch ad featuring Aamir Khan. 

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