Coca-Cola India has recently launched an activity to promote their new 'Brrr' campaign. The soft drink major has set up igloo shaped huts, measuring 35 feet in diameter in front of various malls across India.
Once inside the igloo, the consumer is given a glass of chilled coke. And as soon as the consumer takes the first sip of the chilled coke, his instant Brrr expression is captured by the video booth set up inside the igloo.
Vivify Enterprise is executing this activation for the beverage company.
Talking about the aim of the activation, Abhijit Datta, senior brand manager, Coca-Cola India, says, "The idea is to capture the 'Brrr' expression (the spontaneous reaction and a feeling of upliftment one derives after sipping an icy cold Coca-Cola) of a consumer."
"The idea of creating igloo huts came to our mind as we were sure that they represent extreme cold temperatures and aptly depict the 'Brrr' effect visually, " Datta adds.
The 'Brrr' activation which started this month is likely to continue till the middle of May. It is spread across 18 cities across the country -- Mumbai, Lucknow, Chennai, Chandigarh, Ahmedabad, and Gurgaon to mention a few.