The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson
BestMediaInfo Bureau | Delhi | May 5, 2015
There are some things in life that make one feel awkward, and others that make that awkwardness disappear. Coca-Cola’s refreshing taste is one of those things that’s always within arm’s reach of desire – be it to celebrate, to share a moment or to simply quench one’s thirst.
Now, Coca-Cola turns ice-breaker too. The beverage brand has unveiled a new TVC featuring brand ambassadors Siddharth Malhotra and Alia Bhatt that narrates an endearing tale of hesitant first few interactions between a newly-married couple, played by the two actors, and how they find comfort with each other, over a bottle of Coca-Cola. The TVC takes forward Siddharth and Alia’s journey as a couple, where Alia’s love for the great taste of Coca-Cola proves to be the magic ingredient that helps stir up a conversation.
Speaking on the new campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India and South West Asia, said, “Coca-Cola is one of the most loved brands in the world and has had a long journey in India, connecting with the consumers at a deep, emotional level. We’ve been able to sustain the love for the brand through some very thoughtfully crafted communication as we operate in a space where the emotional connect with the consumer is paramount. Coca-Cola is a brand that means different things to different people across the globe. The common thread across all those emotions being happiness and the celebration of togetherness.”
He further said, “The new TVC featuring Alia Bhatt and Siddharth Malhotra is inspired by a real life situation that almost all of India will relate to and there is no one else who could’ve attracted more love for the characters played, than these two happiness ambassadors. With the new campaign, we continue on our journey of celebrating the universally loved taste of Coca-Cola and the warmth that it can bring to relationships, old and new.”
The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been produced by Producer Swadha Kulkarni’s Breathless Films and directed by Vinil Mathew. The music of the campaign has been composed by Amar Mangrulkar.
Prasoon Joshi, CEO and Chief Creative Officer, McCann Worldgroup India, commented, “You have arguably the world’s most love cola brand, the country’s most loved on-screen duo and your task only gets tougher because the expectations are sky high. What do you do? You keep it simple and straightforward. You take inspiration from the lives of the audience that you’re trying to address. Point in case, the current campaign that takes inspiration from the institution of marriage that sometimes puts two strangers together and the journey of discovering and knowing the other person starts after getting married. Alia and Siddharth showcase the subtlety and shyness of characters with utmost ease and their depiction of how they bond over the universally loved taste of Coca-Cola will entice the audience into reliving that taste once again.”
In addition to leveraging mass media advertising, the integrated communication plan includes rollout of an array of touch points, including out-of-home media, digital, point of sale merchandise and on-ground initiatives across all key markets.
Creative agency: McCann Worldgroup
National Creative Director: Prateek Bhardwaj
Executive Creative Director: Ritu Sharda
Production House: Breathless Films
Director: Vinil Mathew