Happy times are back again and they have expanded to smaller towns. To spread the brand philosophy and to increase consumption, Coca-Cola has released a fresh campaign, its first this year.
It's interesting to see Padukone and Akhtar, who usually play urban Indian roles, appear as small-towners. Apart from this film, more are in the pipeline for the campaign.
The idea behind the campaign is to reach out to the masses by making the actors play the role of simple, everyday people, explains Debabrata Mukherjee, vice-president, marketing and commercial, Coca-Cola India. "With our new campaign, we have translated the brand's happy energy into a series of commercials, which capture the essence of finding moments of joy in our day-to-day lives. The language is very colloquial; the situations are every day, so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple - celebrate your moments of happiness, small or big, with a bottle of Coca-Cola," he explains.
The strategy to move deeper into India and become the choice soft drink is certainly in line with the brand's long-term plan for the country. In mid-2012, Coca-Cola had announced that it had earmarked $3 billion dollars for sustainable growth in India, to be increased to $5 billion by 2020.
According to Prasoon Joshi, CEO and chief creative officer, McCann World Group India, "The concept of happiness is universal, and the joy that one look or smile from that special someone invokes is universal and not constrained by demographics. It's this thought that served as the inspiration for this campaign. Farhan Akhtar and Deepika Padukone essay characters that you and I could bump into on the streets of Chandigarh, Allahabad or any other city."
Besides TV, the campaign will be promoted online, out-of-home, behind the label promotion, point of sale and through on-ground activities. The TVC is produced by Golden Gaddi Films and the music is by Mikey McCleary and Vishal Khurana.
Ashish Khazanchi, managing partner, enormous, believes the campaign in a way returns to the roots of Coca-Cola's initial 'Thanda matlab' campaign. "India lives in its small towns and this film does have an inclusive appeal. We love our stars saving the day and we love them doing it with aplomb after appropriate dialogue-baazi. From the execution point of view, I wish the commercial was just a little bit longer for the song to sink in a little bit better. In tonality, it's much more a 'thanda matlab' ad than an an 'Open happiness' one. It would be interesting to see in which direction it evolves going forward," he observes.
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