afaqs!

Even Coca-Cola spreads happiness

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | October 21, 2011
Based on the theme, 'Khushiyan baatne se hi badhti hain', the campaign is built on the value that happiness increases when one extends it to others.

Coke has launched its new campaign to celebrate the festival of Diwali, based on its original idea of 'Open Happiness'. The new campaign is an extension of its original concept, and is based on the theme 'Khushiyan baatne se hi badhti hain'.

Conceptualised by McCann Erickson, the television commercial titled 'Do diye zyaada jalaao', celebrates the joy of sharing and spreading happiness. The TVC is backed by a sweet and happy sound track that says 'Do diye zyaada jalaao'.

Anupama Ahluwalia, vice-president, marketing, Coca-Cola India and Southwest Asia, says, "Coca-Cola, the universal icon of happiness, believes that happiness grows more when shared with others. We have built our Diwali campaign based on this simple proposition. Just as Diwali marks a new beginning and ushers in a celebratory mood, it also gives us good reason to undertake a little act of digging into our own happiness and sharing it with others, in turn making the moment even more special. What better way to symbolise this act other than by lighting diyas."

Prasoon Joshi, executive chairman, McCann Worldgroup India, and regional creative director, Asia-Pacific, McCann Worldgroup, says, "The McCann and Equinox team has turned this campaign around in record time. It is only Coke which can speak such a heartwarming language and talk about happiness in such a simple, yet special manner. The campaign echoes the same sentiment and encourages everyone to make this Diwali more special and memorable by the simple act of lighting two diyas for someone, extending happiness and spreading joy."

To further promote the campaign, Coca-Cola has tied up with the forthcoming film Ra.One, and has launched a consumer promotion programme, where consumers are invited to call (0) 80009 80009 and respond to the question 'Who will you light two diyas for this Diwali?' through an interactive voice response system (IVRS). Twenty five winners will get a chance to meet cine-star Shah Rukh Khan.

Spreading a smile

The campaign draws mixed reviews from advertising professionals; while some find it a pleasant one, others feel that the TVC fails to ignite the same magic of the old Coke campaigns.

Chraneeta Mann, executive creative director, Rediffusion-Y&R, calls the TVC a pleasant ad. She says, "The nice thing about the commercial is that it extends the purview of happiness from our immediate friends circle to inanimate objects and people who have lighted up our lives along the way. It is no longer about coming home for Diwali, but finding that same belongingness in the world we interact with away from home. It captures the average youngster's emotions quite well."

However, according to Divyapratap Mehta, vice-president - planning, Grey Worldwide India, the Do diye idea is almost independent of Coke. "It seems to run parallel to some forced shots of product consumption. The idea is not central to the role of Coke in Diwali celebrations, which is what one would have expected. A lot of international Coke commercials for Christmas are quite clear on Coke's role. Even the execution could be better on production values. The jingle is nice, hummable. A lot more could have been done with the direction of sharing happiness and spreading happiness," he further adds.

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