New Delhi, 19th April 2017: Coca-Cola India today launched the localized ‘Elevator’ commercial under the “Taste the Feeling” campaign suitably adapted for the Indian audience. The campaign is in tune with Coca-Cola’s “One Brand” strategy to unify all Coca-Cola Trademark brands under one creative approach. The narrative draws upon the significance of Coke in breaking the ice between a celebrity and their fan stranded in a stuck elevator and acting as a catalyst of social bonding.
The story opens with Deepika being followed by photographers outside a hotel. She escapes them by entering an elevator which breaks down abruptly. A room service attendant in the same dysfunctional elevator promptly offers a chilled Coke to a hassled Deepika. This helps in lightening up the environment and breaking the ice between a sought-after celebrity and a common person. The ad is accentuated by cheerful music and youthful energy that underlines the essence of the Brand Coke. 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 has been digitally launched with the exciting teasers featuring Deepika Padukone. It will be subsequently hyper-localized for Panjab with Diljit Dosanjh in the star cast. Short videos and clips of different duration have been carefully planned for multiple platforms and consumer touch points. This will be followed by a pilot run of the on-ground consumer engagement activities leveraging 3D hologram technology. The consumers may also get a chance to meet their favourite stars by participating in many contests and activities that the company is planning.
Explaining the thought behind the campaign, Debabrata Mukherjee, VP – Marketing, Coca-Cola India, added, “Coca-Cola is a simple pleasure that creates memorable moments out of ordinary ones. We have added local flavour to our global elevator campaign and created what we believe is a highly engaging communication. While the countries and places may differ, the simple pleasure of enjoying a Coke remains universal. The ad is truly enjoyable due to celebrity quotient of Deepika Padukone, upbeat music, great storytelling and a positive message that no matter what you do, you can always bond over Coca-Cola.”
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 Deepika Padukone as herself, 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 her experience, Deepika said, “Shooting for this campaign was so much fun. It’s a situation I could completely identify with and I think the bond between two people has been captured beautifully!”
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, please visit: www.coca-colaindia.com. Follow us on twitter @CocaCola_Ind, or on facebook at www.facebook.com/cocacolaindia/