'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 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.
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, 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:
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