Coca-Cola India today, launched the ‘Elevator’ commercial with Diljit Dosanjh with a vibrant Punjabi flavour. The ad is a compelling follow-up to the “elevator” themed ad with Deepika Padukone under “Taste the Feeling” campaign which highlights the role of Coke in setting off camaraderie between a celeb and their fan. The previously-launched ad in 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 campaign will be launched on digital platforms with the exciting teasers featuring Diljit Dosanjh, 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, Former 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 creatives of the campaign said “The new Coca-Cola Elevator campaign captures a tale of togetherness between total strangers. The light-hearted film features Diljit Dosanjh 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, Diljit said, “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.”
Prasoon Joshi, Chairman Asia Pacific, CEO & Chief Creative Officer India
Prateek Bhardwaj, National Creative Director
Kapil Batra, Creative Head, McCann Delhi
Jeet Kalra, Creative Head Films
Sameer Kumar, Creative Team Leader
Hemant Bhandari, Director, Chrome Pictures
About Coca-Cola India:
Coca-Cola India is one of the country’s leading beverage companies offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its products – Aquarius, Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE Iced tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Schweppes, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its bottling partners and through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers. Its brands are some of the most preferred and most sold beverages in the country – Sprite and Thums Up – being the top two selling sparkling beverages.
The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Coca-Cola Support My School, Thums Up VEER, Coca-Cola Parivartan, Maaza Unnati and by reducing its own environmental footprint. For further information on the company’s India operations and its products. Follow us on twitter @CocaCola_Ind, or on Facebook at www.facebook.com/cocacolaindia