Created by McCann, the new campaign reiterates that the real joy of relationships is felt when connections are informal and not riddled with formality
BestMediaInfo Bureau | Mumbai | October 26, 2015
The festival season is back and so are the cheerful and fun moments with loved ones. To ensure that the spontaneous and off-the-cuff social gatherings are enjoyed to the fullest, Coca-Cola once again assumes the role of the perfect icebreaker, making way for fun moments and bringing everyone closer at planned and unplanned gatherings.
The brand’s latest communication campaign, ‘Coca-Cola pilao mehmano ko kareeb lao’, based on the idea, Everybody loves the taste of Coca-Cola, aims to celebrate light, spontaneous and uninhibited moments with friends and family. It reiterates that the real joy of relationships is felt when connections are informal and not riddled with formality.
Conceptualised by McCann Worldgroup, the new campaign that went on-air on October 22, 2015 sees actor Alia Bhatt reprise her role as the newly-wed bride from this year’s summer campaign. She finds herself in uncharted territory when her husband’s aunt and her family drop in unannounced. She tries to be the ideal Indian daughter-in-law by doing everything she can to live up to their imagined standards of expectations. A happy coincidence introduces Coca-Cola into the mix and completely changes the complexion of the situation.
Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said, “Festivals in India are all about moments of celebration anchored on the excitement of bonding and togetherness with loved ones. However, meeting friends and family are no longer lighthearted and spontaneous acts as the burden of formality takes away the unbridled joy of relaxed conversations. Keeping this in mind, our new campaign, ‘Coca-Cola pilao, mehmano ko kareeb lao’, amplifies the need for such spontaneous acts of togetherness. We are conveying this message via a story around a newlywed bahu (bride) who is akin to the girl next door and how Coca-Cola becomes the catalyst in bringing her closer to the guests as they meet up over conversations and a refreshing Coca-Cola.”
The TVC has been created by team McCann led by Prateek Bhardwaj with guidance from Prasoon Joshi, and directed by Pushpendra Misra of Flying Saucer.
Commenting on the campaign, Prasoon Joshi, Executive Chairperson and Creative Director, President, McCann Asia Pacific, said, “Festivals carry a special vibe, more so in our country where different aspects come into play. As times are changing, we see that social interactions are becoming less hierarchical and more informal. But even then, hosting guests comes along with a sense of pressure, especially when the relationships in question are the newly made ones. The team at McCann, along with the Coca-Cola brand champions, has looked through this lens to craft a campaign which accentuates this need to socialise more, sans the burden of formality and brings to life the role that Coca-Cola plays in this.”
Through this campaign, the company strengthens the idea that Coca-Cola can be enjoyed by one and all, as everybody loves the taste of Coca-Cola. This initiative is directed at helping Coca-Cola target in-home consumption for the category using festivals as a connection moment.
Coca-Cola brand ambassador Alia Bhatt added here, “It has always been fun shooting for the Coca-Cola campaigns as they are always peppy and something people can relate to. Coca-Cola has a universal appeal and as a brand it strikes a chord with everyone across age groups and cultures. The new TVC is something that every newlywed will relate to. We have all been in situations where guests come in unannounced, fortunately, Coca-Cola always comes to the rescue. Everybody loves the magical taste of Coca-Cola.”
In-addition to mass media advertising, the integrated communication programme will be extensively leveraged through social media, radio and point of sale. Coca-Cola India will also soon be rolling out the special Coca-Cola Festival gift packs.
Creative agency: McCann Worldgroup
Prasoon Joshi - Executive Chairperson and Creative Director, President, McCann Asia Pacific
Prateek Bhardwaj - National Creative Director
Kartikeya Dixit – Creative Director (Copy)
Soumya Nagabhushan – Creative Director (Art)
Production House: Flying Saucer
Director (film): Pushpendra Misra
Music: Sagar Desai
Executive Producer – Divyaa Iyer