With the theme ‘Iss Diwali, har dil bola tere naam ki Coca-Cola’, Coca-Cola India’s new festive campaign aims to inspire consumers to make this Diwali special for someone. The campaign has a joyful message, that the happiness we derive from moments of genuine human connection will always continue to transcend any differences we may perceive. The campaign is conceptualised by McCann Worldgroup India.
The brand has launched a new TV commercial which has been created on the core message of connecting cultures, featuring actor Ayushmann Khurrana and actress Anupriya Goenka.
The campaign includes a number of consumer touch points, including multi-city social media marketing activations like #ShareAWish, where consumers can share their customised Diwali wishes on Coca-Cola India’s social media channels and the company's digital platform ‘Journey’, in their own languages through greetings, GIFs and voice messages. These messages will also be displayed through outdoor marketing along with the name of the well-wishers.
The TVC opens in a porch area of a South Indian house where a North Indian boy is seen leaving the house while talking to his mother on phone. The boy is seen reminiscing about the times he celebrated Diwali back home. His neighbour, a South Indian lady happens to overhear the conversation and starts thinking about it. Upon his return in the evening, the boy witnesses the porch beautifully decorated with diyas and rangoli with ‘Shubh Deepawali’ adorning the entrance of the neighbour’s home.
The boy is elated when he sees the neighbour’s family standing at the door, as he realises that the family made all these efforts to make his festival special. Overwhelmed with joy, the boy asks the family if he could do anything to thank them, to which the lady suggests he can share his Coca-Cola with them. The boy smiles and pours Coca-Cola for everyone and starts enjoying the festival.
Shrenik Dasani, Vice President- Sparkling Category, Coca-Cola India, said, “Diwali is a special time of the year which we seek to celebrate at home, with those we love and consider ‘our own’ people. Sometimes though, we find ourselves away from home and while we celebrate, we are always thinking about that feeling of being among ‘our own’ people – our family, friends and those who share our cultural background. With this in mind, Coca-Cola’s Diwali campaign brings to audiences a message of sharing and celebrating moments of joyful human connection.
It gives a festive call to take that small step and make someone’s Diwali more special, so that they are among ‘their own’ people no matter where they happen to be.”
Prasoon Joshi, Chairman Asia Pacific, CEO and CCO India, McCann Worldgroup, said, “India is a beautifully diverse country and specially when it comes to festivals, we have a lot to celebrate and share. This campaign is trying to suggest that let’s know each other’s festivals better and celebrate them together for a more united and connected world.”
Client: Coca-Cola India
Agency: McCann Worldgroup
Creative: McCann Delhi Creative Team
Production House: Curious Films
Director: Vivek Kakkad
DOP: Piotrek Sobicinski
Post Production House: Prime focus/Tonic the sound factory/Studio Spájz (Budapest)
Music: Abhishek Arora