Advertisment

Coca Cola recreates the magic of 'Open Happiness' this summer

The 60-second 'Cricket ki Khushi' TVC starring Sachin Tendulkar has been conceptualised by Lowe Lintas, and written by R Balki and his creative team

author-image
BestMediaInfo Bureau
New Update
Coca Cola recreates the magic of 'Open Happiness' this summer

Coca Cola recreates the magic of 'Open Happiness' this summer

The 60-second 'Cricket ki Khushi' TVC starring Sachin Tendulkar has been conceptualised by Lowe Lintas, and written by R Balki and his creative team

BestMediaInfo Bureau | Delhi | May 28, 2012

publive-imageAdding gulps of happiness in a scorching summer, Coca-Cola has launched its latest communication campaign, 'Cricket ki Khushi', featuring the brand's 'Happiness Ambassador' and cricket legend Sachin Tendulkar. The campaign celebrates India's most loved sport, cricket, which transcends all boundaries, opening happiness for people across the country, just like enjoying a bottle of Coca-Cola.

The communication is built around the unparalleled joy and happiness Indians derive from cricket. Brand Coca-Cola provokes 'happiness' by celebrating spontaneous moments of happiness around us. In the new campaign, Tendulkar urges people to keep playing, be happy and enjoy Coca-Cola.

The 60-second TVC has been conceptualised by Lowe Lintas & Partners, written by R Balki and his creative team, and produced by Amit Sharma of Chrome Films.

The film opens with a group of youngsters in an arid region, kicking off their slippers and starting a game of cricket, completely unperturbed by their surroundings. A group of onlookers cheer the players and join in with the indomitable spirit of the game even as the temperature soars. The film shows Tendulkar signing off by encouraging everyone to keep playing and be happy!

This campaign is an extension of Coca-Cola's two very successful campaigns – 'Reasons to believe in a Happier Tomorrow' and 'Teen Sharing a moment over Coca-Cola' – launched earlier this year.

“Through the latest 'Cricket ki Khushi' campaign, brand Coca-Cola celebrates the real passion and joy experienced by all us through the game of Cricket,” said Anupama Ahluwalia, Vice President - Marketing, Coca-Cola India and South West Asia.

Speaking about the campaign, R Balki , Chairman and Chief Creative Officer of Lowe Lintas, said, “Cricket is this country's true happiness. The weather, the playground, the national team's performance, nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket ki Khushi campaign.”

In addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives including OOH media, radio, Internet, in-store and on-ground activation across all key markets.

The TVC:

Credits:

Creative Team: Amer Jaleel, Narendra Yadav, Prathamesh Ghate, Akshay Thakur, Ameya Gokhale, Ketan Mekarta, Arjun Balasubramanian, Kahini Panjabi

Business: Raj Gupta, Parikshit Shah, Kunal Dani, Pooja Jaggi

Production House: Chrome

Director: Amit Sharma

Info@BestMediaInfo.com

Info@BestMediaInfo.com

Advertisment