To connect with the small
town population, the brand gives a fresh twist to its 'Open happiness'
theme in an ad that features Farhan Akhtar and Deepika Padukone.
'Chhoti ho ya badi, har khushi mein Coca-Cola' takes the brand's
broad theme 'Open happiness' beyond urban topography to edge its way
into small towns. Having actors Farhan Akhtar and Deepika Padukone in
the TVC adds zest to the feel good plot. Conceptualised and created by McCann Erickson, the TVC was shot by
Bollywood director Anurag Kashyap. The TVC opens with Padukone and a
friend running after a bus as they are late for college. When they miss
it, Padukone worriedly tells her friend that if she doesn't pass, her
father will get her married off and she will have to shell peas for the
rest of her life. Enter hero Farhan Akhtar, the rickshaw puller who
secretly harbours feelings for the lady. He takes a swig of Coke and
pedals his way to overtake the bus. The TVC ends by urging people to
celebrate the little joys of life with a bottle of Coca-Cola.
It's interesting to see Padukone and Akhtar, who usually play urban
Indian roles, appear as small-towners. Apart from this film, more are in
the pipeline for the campaign.
The idea behind the campaign is to reach out to the masses by making
the actors play the role of simple, everyday people, explains Debabrata
Mukherjee, vice-president, marketing and commercial, Coca-Cola India.
"With our new campaign, 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 every day, 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," he explains.
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