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‘Formality hatao’, says Coca-Cola

The campaign, conceptualised by McCann Erickson, urges viewers to enjoy unplanned and impromptu gatherings instead of stressing over formalities

BestMediaInfo | Mumbai | September 9, 2014

Coca-Cola-TVC Click on the image to watch the TVC.

Coca-Cola India has launched a new campaign titled ‘Formality hatao, Coca-Cola pilao’ to celebrate the fun-filled festive season. The campaign, conceptualised by McCann Erickson, Delhi, tells viewers that unplanned and impromptu gatherings are no longer a reason for stress, thanks to Coca-Cola. This campaign takes forward the brand’s communication focus of making beverages a part of everyday occasions throughout the year.

The TVC has been created by team McCann led by Prateek Bhardwaj with guidance from Prasoon Joshi, and directed by Nikhil Rao of Jamic Films.

Prasoon Joshi Prasoon Joshi

Commenting on the concept behind the campaign, Prasoon Joshi, Executive Chairperson and Creative Director, President, McCann Asia Pacific, said, “The new Coca-Cola campaign has been created bearing in mind a very important cultural aspect of our present day society. Often, socialising, especially when guests come home, is burdened by the need to showcase. This leads to the woman of the house feeling judged and stressed. The real joy of meeting up with people, making real connections and having a good time together is often lost as a result of this. Therefore, through the ‘Formality hatao, Coca-Cola pilao’ campaign, we aim to target the homemaker who desires to un-burden this socialising, making it lighter and uninhibited with more real and heartfelt human connections. The team has done strategically a good job.”

Debabrata Mukherjee Debabrata Mukherjee

Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said, “Festivals are the perfect time to celebrate and share moments of happiness at family reunions, casual, informal get-togethers with friends and other impromptu gatherings. However, these occasions are often marred by the burden of ‘formality’, which reduces the joy of socialising. This holds true for almost every Indian household. Therefore, we have developed our new festival campaign, ‘Formality hatao, Coca-Cola pilao’, based on this insight. Through the campaign, Coca-Cola will be seen championing the cause of spontaneous, real social interactions between people. And what will allow the brand to play this role is its universal appeal and refreshing taste which will break down the formality barrier and inspire people to enjoy spontaneous moments of togetherness.”

The TVC:

[youtube]https://www.youtube.com/watch?v=PNkCJLp6Qc4[/youtube]

Credits:

Client: Coca-Cola India

Agency: McCann Erickson

Executive Chairperson & Creative Director, President, McCann APAC:  Prasoon Joshi

National Creative Director: Prateek Bhardwaj

Executive Director: Alok Lall

General Manager, Delhi: Dip Sengupta

Senior Brand Leader: Sarthak Sharma

Senior Project Manager, Delhi: Abhishek Walia

Head of Planning: Jitender Dabas

Strategic Planner, Delhi: Vibha Gupta

Production House: Jamic Films

Director (film): Nikhil Rao

Music: Abhishek Arora

Info@BestMediaInfo.com

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