Coca-Cola has teamed up with global McCann Erickson World Group advertising agency and esteemed director Anurag Kashyap to launch a new campaign in India that seeks to give a refreshing twist to the brand image in the region. The 'Choti ho ya badi, har khushi mein Coca-Cola' campaign (roughly translated as “Open Happiness with Coca-Cola”) urges coke drinkers to bask in the little joys in life. The campaign heavily features two of the countries most popular young stars; Farhan Akhtar and Deepika Padukone, was shot by Kashyap and was scripted by Prasoon Joshi and his resident team at McCann Erickson.
“The campaign captures the essence of finding joy in our day to day lives”
The campaign (which brings Farhan and Deepika together for the first time) hopes to bring to world renowned brand to the masses through a charming series of ads underlining the joy in everyday situations, which capitalise on the natural chemistry of the two, heart-throb leads. Vice president of marketing and commercial at Coca-Cola India Debabrate Mukherjee has said that he believe the brand epitomises “Optimism and happiness,” and that he believes the new campaign “Captures the essence of finding joy in our day to day lives through a colloquial language that every consumer in India can relate to.”
Acclaimed director Kashyap believes that the two young leads were perfect for their respective roles, as he believes that putting “Undoubtedly glamorous and cosmopolitan icons such as Farhan and Deepika, and putting them in rustic scenarios that appeal to the masses,” has resulted in an incredibly fun and (rather aptly) “Bubbly campaign.” As the newly appointed Coca-Cola brand ambassador, Deepika agreed with his director, saying that he was “Honoured to be associated with one of the most aspirational and iconic brands in the world.”. Farhan added that he was lured by the brands “Universal appeal,” and that he believes the campaign will “Connect people far and wide who enjoy celebrating their moments of happiness, whether they're big or small.”
The idea is to spread the promise of happiness that Coca-Cola can help catalyse through various marketing touch-points
As well as the mass media campaign, which will begin rolling out over the next few weeks, the campaign will also include a variety of out-of-home media, digital, behind the label promotion and on-ground initiatives across all of the countries key markets. The idea is to spread the promise of happiness that Coca-Cola can help catalyse through various marketing touch-points.
Prasoon Joshi, the CEO and chief Creative Officer at McCann World Group India, believes that the universal concept of happiness should not be constrained by demographics. His agencies campaign, and the ads produced by 'Golden Gaddi Films' will help the brand to “Deliver the promise of happiness, whether you are in a small town or a metropolitan city.” He cast the two successful actors as he thinks they represent “Character that you or I could bump into on the streets of Chandigarh or Allahabad, or any other city.”
Official McCann Erickson website
Official Coca-Cola website
Benjamin Hiorns is a freelance copywriter who has never been to India, but probably gets through a good 2 litres of Coke Zero every other day!
Kristina Vidanec March 6th, 2014, in the afternoon
This feels so strange seeing a Coca-Cola ad in an Indian manner. I am used to seeing it in the manner of the '50s in America, where a model is a pin-up girl.