Home >> Out-of-home >> Article

MOMS executes campaign for Coke

30-October-2010
Font Size   16
MOMS executes campaign for Coke

MOMS, the OOH arm of Madison World, has featured the Warli characters while executing this campaign for Coke. Coke has unveiled a new campaign in the outdoor, spanning 20 cities across the states of Punjab, MP, Karnataka, Gujarat, UP, Orissa and Bihar. Interestingly, the creatives spanning all media features- are the Warli characters that are typically drawn on the walls of mud huts symbolizing people returning home.

The outdoor agency has used a spell-binding range of innovations to reinforce the expansive and looming presence of the Coke brand in the regional markets. The campaign titled 'Come Home This Diwali' is focused on celebrating the homecoming of the youth and conveys about their wish to remain close to their roots, even as they step out in search of new opportunities. The month-long campaign will continue till Diwali.

Commenting on the campaign execution, Dipankar Sanyal, COO, North and East, MOMS, said, "With the strategic positioning of outdoor media and head-turning lit-up innovations, we made the consumer relate with Coke this Diwali. We have created the festive feel across India to celebrate the homecoming with Coke. Hence, the brand creates an emotional connection with consumers."

To create the atmosphere of celebrations, Coca-Cola has done innovations of various kinds in different languages using a broad mix of media of billboards, unipoles, and mobile vans and back-lit bus shelters, mobile vans, 'driving' the message home.

Also, to reinforce the association of Coke with Diwali which is known to be the festival of lights, several billboards and unipoles were lit with the decorative lights on their borders. At some areas, to propound the idea of homecoming, the homecoming message on the creative was also highlighted using neon light on billboards and mobile vans. In addition, the warli characters have been highlighted with blinking backlit sequences on these displays to depict the dancing characters, MOMS has delivered another winner for Coke. In a truly memorable and a classic initiative, in Bhopal, cutouts of a Coke bottle and decorative lights have been used on backlit bus shelter to attract attention.

 

Tags MOMS Coca Cola

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.