18 Nov 2017
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Coca-Cola launches new campaign for festive season

MUMBAI: The festival season is back and so are those, happy, fun moments with friends and family. And to ensure that the unplanned and impromptu gatherings are no longer a reason of stress for the host, beverage conglomerate Coca-Cola India is looking to add a hint of spontaneity and fun to socialising through its latest communication campaign—‘Formality hatao, Coca-Cola pilao’.

Coca-Cola India VP of marketing and commercial Debabrata Mukherjee 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.”

This campaign takes forward the company’s communication focus of making beverages a part of everyday occasions, throughout the year. The initiative is directed at helping Coca-Cola target in-home consumption for the category using festivals as a connection moment.

The TVC is created by team McCann led by Prateek Bhardwaj with guidance from Prasoon Joshi, and directed by Nikhil Rao of Jamic films.

Joshi 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 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 more light and uninhibited with more real and heartfelt, human connections. The team has done strategically a good job.”

In addition to mass-media advertising, the integrated communication programme will be extensively leveraged through social media, radio and POSM. Coca-Cola India will also soon be rolling out the special Coca-Cola festival gift packs which will include the unique Coca-Cola bell glasses to facilitate the exchange of an ice cold refreshing Coca-Cola with friends and family.