Coca-Cola celebrates family mealtime moments with 'Coca-Cola & Meals' campaign
The TVC has been scripted by Prasoon Joshi and his creative team at McCann Erickson Delhi, and directed by Ram Madhvani of Equinox films
BestMediaInfo Bureau | Delhi | October 26, 2012
Ever reminisced about the days when your entire family bonded during meal times and enjoyed some fun, mischievous and joyful moments? This season, brand Coca-Cola is all set to revive those long forgotten moments of 'sharing' and 'togetherness' with its latest integrated communication campaign 'Coca-Cola and Meals'.Based on the theme, 'Saath Khao, Khushiyaan Badhao', the campaign seeks to reignite the magic around mealtimes by celebrating the world of happiness around the dining table.
Anupama Ahluwalia, VP-Marketing, Coca-Cola India and South West Asia, said, “Today's fast life is stealing away what could be moments of bonding and togetherness. Through the 'Coca-Cola and Meals campaign' we are urging consumers to bring togetherness to the meal occasion which seems to be fast disappearing due to modern day pressures.”
The TVC has been scripted by Prasoon Joshi and his creative team at McCann Erickson Delhi, and directed by Ram Madhvani of Equinox films. The fun, catchy music score is by Bollywood composer Shantanu Moitra.
The campaign will be amplified by celebrated Chef Sanjeev Kapoor. Being a prominent household name and having won the hearts of several Indians across generations with his exceptional culinary finesses, Kapoor will spread Coca-Cola's message by inspiring consumers to bond and connect during meals and immerse themselves in blissful moments of togetherness.
Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation across key markets. Chef Kapoor will amplify this campaign through a promotion that will invite recipes from consumers. Finally, nine winners will get to be a part of a TV show with Kapoor himself. In addition, there would also be various promotions in the modern trade channels which will involve Kapoor and his chefs engaging in a live cook-off in three cities.
To further build energy around the idea of 'Saath Khao, Khushiyaan Badhao', Coca-Cola will also be rolling out a unique campus programme based on the premise 'happiness strike where you would expect it'. This activation will involve mothers paying a surprise visit to certain campuses and cooking for the students. Finally, Coca-Cola will capture the “fun” and “togetherness” moments experienced by consumers at restaurants by introducing a 'Happiness Camera' that will click photos of them sharing a meal with their family and loved ones, encouraging consumers to eat together and increase happiness. These on-ground initiatives will be supported and complemented by a strong digital campaign.
Speaking about his association with Coca-Cola, Kapoor said, “I have always associated mealtime with happiness. It's a time for the family to come together and share the stories of the day. There is a lightness and energy that has always existed at mealtimes, which unfortunately seems to have been forgotten these days. The pressure of our daily lives makes us miss out on the simple joy of bonding with our family members during mealtimes and listening to their anecdotes. I am extremely happy to partner with Coca-Cola for this wonderful campaign and hope to do my bit to get people together to enjoy the magical moments during meals."
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