Coca-Cola expands its ‘elevator’ experience in Punjabi

08 May,2017

By A Correspondent


Coca-Cola India launched the ‘Elevator’ commercial with DiljitDosanjhin a vibrant Punjabi flavour. The ad is a follow-up to the elevator themed ad with DeepikaPadukone under “Taste the Feeling” campaign which highlights the role of Coke in setting off camaraderie between a celeb and their fan. The previously-launched adin the series has managed to garner more than 25 million views on digital channels till now.


The narrative opens with Diljit being followed by photographers outside a hotel. To escape, Diljit quickly rushes into an elevator and notices a housekeeping attendant with a service trolley inside the elevator. Suddenly there is a glitch and the elevator stops in between the floors. To lighten up the environment, the housekeeper offers a chilled bottle of Coca-Cola to Diljit. Diljit looks pleased with the gesture. He really needed a Coca-Cola right now. This is followed by great camaraderie and cheerful dancing by the two. The popular Punjabi music in the story lifts the feeling and adds to the entertainment quotient. Coke is at the centre of the advertisement which is designed to spread the message of breaking social barriers to foster a strong connect with each other and the carefree spirit within us.


The campaignwill be launched on digital platforms with the exciting teasers featuring DiljitDosanjh, followed by a pilot run of the on-ground consumer engagement activities leveraging augmented reality. The consumers may also get a chance to meet Diljit by participating in many contests and activities that the company is planning to organize.


Explaining the thought behind the campaign, Debabrata Mukherjee, Vice President- Marketing, Coca-Cola India, added,“Diljit is an inspiration to millions of youth in the country and we really value his association with the brand that stands for positivity and youthfulness. The commercial brings out the message of optimism, happiness and making regular moments special with the simple act of sharing a Coke. We hope the commercial will find favour with our audience that loves lively Punjabi music, spirited dancing, and a beautiful story with Coca-Cola in the centre.”


Highlighting the thought behind the campaign, Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer – India, McCann, who supervised the creativesof the campaign said “The new Coca-Cola Elevator campaign captures a tale of togetherness between total strangers. The light-hearted film features DiljitDosanjh as himself, where a fan bumps into his heart-throb in an elevator. Coca-Cola breaks the ice and makes the connection between the celebrity and the awe-struck fan special. The choice of music and dance make the film truly enjoyable.”


Sharing his experience, Diljitsaid, “The ad was so much fun to do. It is a beautiful paradox that two strangers inside an elevator warm up to each other because of Chilled Coke. I had a great time with my elevator buddy while enacting the script. And it goes without saying that Coke is truly refreshing and I love drinking it.”


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