Farhan Akhtar and Deepika Padukone celebrate the little joys of life with Coca-Cola
New Delhi, 27th February, 2014: This New Year, the brand universally synonymous with happiness, Coca-Cola, gives a refreshing new twist to ‘Open Happiness’ and urges consumers to revel in the joys of life – big and small. The new campaign ‘Choti ho ya badi, har khushi mein Coca-Cola’, featuring the country`s heartthrobs and youth icons Farhan Akhtar and Deepika Padukone seeks to embrace and celebrate all the little moments of happiness that life throws up.
This campaign is another step in the company’s journey of taking Coca-Cola where it really belongs – the masses, the people at large. Coca-Cola’s great refreshing taste, its values; all resonate across the length and breadth of the country. This initiative is directed at helping the country’s fastest growing soft drink brand, Coca-Cola, to stay firmly on its course to the company’s Vision 2020.
The new campaign, which brings together Farhan and Deepika for the first time for a television commercial, spreads the Coca-Cola promise of happiness through a series of delightfully charming ads directed by the celebrated Anurag Kashyap. The campaign sees the two actors liven up the screen with their chemistry and engaging interactions in some everyday situations which have them cherish and rejoice the little joys of life with a bottle of refreshing Coca-Cola.
Speaking on the new campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said, “Coca-Cola is a brand that stands for optimism and happiness. With our new campaign, Choti ho ya badi, har khushi mein Coca-Cola’, 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 further added, “We are very happy to have both Farhan Akhtar and Deepika Padukone join the Coca-Cola family. Our communication for Coca-Cola this year focuses on reaching the masses and both Deepika and Farhan slipped into the roles of “everyday people” with great ease. They are great role models and very inspirational for millions across the country”
Speaking about the campaign, newly appointed Coca-Cola brand ambassador, Actor Deepika Padukone said, “When I think of brand Coca-Cola the feeling of optimism and joy immediately resonates. I have been a huge fan of Brand Coca-Cola, one of the most aspirational and iconic brands in the world and I am glad to have finally got the opportunity to be associated with it. I have thoroughly enjoyed this experience and working with Farhan, Prasoon, Anurag and the entire team at Coca-Cola has been absolutely incredible. The beauty of brand Coca-Cola is the fact that it stands for values, which are very simple yet very powerful. Values which each and every individual in any part of the world will identify with. I am glad to play my part in delivering Coca-Cola’s message of ‘Happiness’ to one and all in a very ‘Refreshing’ and engaging manner”
Speaking about his experience and association with Coca-Cola, Farhan Akthar stands out about brand Coca-Cola is its universal appeal. No matter where in the world you are, Coca-Cola is synonymous with celebration and joy. I am extremely excited to partner with Coca-Cola and to bring this joy to millions of consumers across the country. The entire team behind this campaign has made the experience tremendously enriching for me. I had a wonderful time shooting for the campaign which has given me an opportunity to portray a distinctly new character. A campaign which will connect with the way people including my fans, far and wide, celebrate their moments of happiness – big or small. All in all, just like Coca-Cola, it has been a very ‘refreshing’ experience.”
Anurag Kashyap who has directed the campaign, said, “The campaign pays ode to the ethos of brand Coca-Cola of celebrating moments of joy no matter how big or small. I loved the concept of taking the cosmopolitan and undoubtedly glamorous icons such as Deepika and Farhan and putting them in extremely rustic scenarios that appeal to masses across the country. The campaign is very fun, happy, and bubbly, just like the effervescence unique to a Coca-Cola. Coca-Cola has given us some iconic campaigns in the past that I have thoroughly enjoyed I hope this campaign receives the same appreciation”.
The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been produced by Producer Guneet Monga’s Golden Gaddi Films and directed by acclaimed director, Anurag Kashyap. The music of the campaign has been created by Mikey McCleary and Vishal Khurana.
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, behind the label promotion, point of sale merchandise and on-ground initiatives across all key markets.
Commenting on the Campaign, Prasoon Joshi, CEO and Chief Creative Officer, McCann World Group India says, “The concept of happiness is universal, and the joy that one look or a smile from that special someone invokes is universal and not constrained by demographics. Similarly, Coca-Cola delivers the promise of happiness universally; whether you are in small town or a metropolitan city you can celebrate the little joys of life with a refreshing bottle of Coca-Cola. It’s this thought that served as the inspiration for this campaign. We have Farhan Akhtar and Deepika Padukone, two young and highly successful actors that have captured the imagination of the whole country essaying characters that you and I could bump into on the streets of Chandigarh or Allahabad or any other city. ”
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. Over the last 20 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.
The Coca-Cola system in India has registered 30 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and this system is committed to invest US$ 5 billion in its operations between 2012 and 2020. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.
The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the “Support My School” program – a movement for healthy, active, happy schools, the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.
For further information on the company’s India operations and its products, please visit: www.coca-colaindia.com.