McCann launches Coca-Cola’s campaign with SOTY stars

05 Apr,2013

By A Correspondent


Coca-Cola continues to urge people to spread happiness through its latest summer campaign, ‘Bewajah Khushiyan Lutao, Coca-Cola Pilao’.


To ensure that the message percolates down to the target audience, Coca-Cola has roped in the sweethearts of the nation and popular youth icons from ‘Student of The Year’, Alia Bhatt, Varun Dhawan and Siddharth Malhotra.


The TVC highlights everyday situations where one can spread happinessjust by undertaking simple gestures. Moments of happiness experienced by the giver and receiver are the highlight of the ad.


Commenting on the campaign, Prasoon Joshi, CEO and Chief Creative Officer, McCann World Group India says, “Take one of the world’s most loved brands and team it with the young and vibrant stars of Bollywood, along with some peppy, foot-tapping music. That’s how we made the latest Coca-Cola campaign. The whole idea of the campaign was to take the “Crazy for Happiness” theme to the individual level, with a call to action. The emotions of togetherness and celebration, energized by a bottle of Coca-Cola, are very real and identifiable, and we are sure that everyone will connect to this.”


What’s more a Coca-Cola 200 ml glass bottle will be available at an invitational price of Rs 8 for 200 ml, allowing everyone to share a Coca-Cola.


Speaking about the campaign, Anupama Ahluwalia, Vice President, Marketing, Coca-Cola India and South West Asia, says, “Brand Coca-Cola has been at the forefront in making a cultural point of view that encourages optimism and positivity in our everyday lives. This summer, the ‘Bewajah KhushiyanLutao, Coca-Cola Pilao’ campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice cold bottle of Coca-Cola. We hope that the new Coca-Cola Campaign serves as the thought starter, the trigger which encourages people to undertake simple acts of kindness towards others.”


The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been directed by Sainath of Purple Vishnu Films with music by Amit Trivedi. 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, point of sale merchandise and on-ground initiatives across all key markets.


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