Coca Cola India enters flavoured milk category with Vio
The ad film conceptualised by Equus shows how Vio provides the strength needed to navigate the race against time
BestMediaInfo Bureau | Mumbai | July 29, 2016
Coca Cola India has made a foray into the value-added dairy category with Vio, the company's first ready-to-drink flavoured milk product to be launched in India that targets the on-the-go consumer.
A new ad film, conceptualised by Equus, urges consumers to #RunWithIt by emphasising how Vio provides the strength and power needed to run against time in today's busy lifestyle.
The ad film communicates the different roles one person has to play in a single day. It starts with Prateik Babbar on a racing track getting ready for a run. He takes a sip of the flavoured milk and passes it on to his next avatar, a collegian, who passes the drink to the next one, a cyclist. The drink is finally handed over to Babbar from the racing track, helping him to finish his race against time.
Swapan Seth, Chairman, Equus, said, “The brief was to establish the brand as one that provides power and strength required for today's multi-tasking lives. It was also to establish occasions over and above the standard in home-consumption points for the brand to be consumed more on the go.”
Shedding light on the driving thought behind the campaign, Seth added, “The essential insight was that the consumers across the board are running against time and compulsions and Vio was the best way to run with them.”
Commenting on the decision to make Babbar the face of the ad film, Seth said that Babbar was a great embodiment of the brand's DNA and the right brand bridge.
The campaign was aired in Andhra Pradesh and Telangana and was launched digitally in other states.
The TVC:
Credits
Client: Coca Cola India
Brand: Vio
Agency: Equus
Director (film): Marlon Rodrigues
CEO: Swapan Seth
COO: Sreya Seth
Senior Vice President: Arjun Chandra
Account Manager: Dayaana Dhar
Group Head: Paulomi Dey
Director: Marlon Rodrigues
Actor: Prateik Babbar
Production House: Show and Tell
Producers: Sunil Sharma and Raj Goswami
Executive Producer: Sanya Sood