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Coca-Cola unveils campaign with Farhan Akhtar and Deepika Padukone
MUMBAI: Aiming to give a refreshing new twist to its tagline ‘Open Happiness’ and to urge consumers to revel in the joys of life, beverage major Coca-Cola has come up with a new campaign—’Choti ho ya badi, har khushi mein Coca-Cola’, featuring Farhan Akhtar and Deepika Padukone.
This campaign is another step in the company’s journey of taking Coca-Cola where it really belongs—the people at large. The initiative is directed at helping the country’s fastest growing soft drink brand Coca-Cola to stay firmly on its course to the company’s Vision 2020.
The new campaign, which brings together the two Bollywood stars for the first time for a television commercial, spreads the Coca-Cola promise of happiness through a series of ads directed by Anurag Kashyap.
The campaign sees the two actors liven up the screen with engaging interactions in some everyday situations which have them cherish and rejoice the little joys of life with a bottle of refreshing Coca-Cola.
Coca-Cola India VP marketing, commercial Debabrata Mukherjee said, “Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, ‘Choti ho ya badi, har khushi mein Coca-Cola’, we have translated the brand’s happy energy into a series of commercials which capture the essence of finding moments of joy in our day to day lives.
“The language is very colloquial; the situations are everyday so that every consumer in India can relate to it and feel happy about the celebratory situations. The message is very simple—celebrate your moments of happiness, small or big, with a bottle of Coca-Cola.
“We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of everyday people with great ease. They are great role models and very inspirational for millions across the country”
Padukone said, “When I think of Brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible.
“The beauty of Brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful, values which each and every individual in any part of the world will identify with. I am glad to play my part in delivering Coca-Cola’s message of happiness to one and all in a very refreshing and engaging manner.”
Akthar said, “What stands out about Brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country.
“The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character.
“A campaign which will connect with the way people including my fans, far and wide, celebrate their moments of happiness, big or small. All in all, just like Coca-Cola, it has been a very refreshing experience.”
Kashyap said, “The campaign pays ode to the ethos of Brand Coca-Cola of celebrating moments of joy no matter how big or small. I loved the concept of taking the cosmopolitan and undoubtedly glamorous icons such as Deepika and Farhan, and putting them in extremely rustic scenarios that appeal to masses across the country. The campaign is very fun, happy and bubbly, just like the effervescence unique to Coca-Cola. Coca-Cola has given us some iconic campaigns in the past that I have thoroughly enjoyed I hope this campaign receives the same appreciation.”
The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been produced by producer Guneet Monga’s Golden Gaddi Films. The music of the campaign has been created by Mikey McCleary and Vishal Khurana.
In addition to leveraging mass-media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, behind-the-label promotions, point of sale merchandise and on-ground initiatives across all key markets.
McCann World Group India CEO, chief creative officer Prasoon Joshi said, “The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics.
“Similarly, Coca-Cola delivers the promise of happiness universally—whether you are in small town or a metropolitan city, you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It’s this thought that served as the inspiration for this campaign.
“We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors that have captured the imagination of the whole country essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city.”