A refreshing new take on relationships with #ShareACokeIndia campaign
New Delhi, 17th April, 2018:
The new TVC commercial begins in a train with a father and son taking a journey together. With his son sitting across, the father takes out the
Explaining the thought behind the campaign, Ajay Bathija, Director-Colas, Coca-Cola India & South-West Asia said, “Share A Coke campaign has sparked imagination across the globe and received overwhelming love from the consumers. We are delighted to bring this campaign to India and create more ways for people to enjoy their special moments of togetherness with the people they care about. The new TVC captures the essence of unique relationships and celebrates connecting people together in a new way. It is this refreshing take on changed nuances of relationships that is the core of our communication.”
Highlighting the thought behind the campaign, Prasoon Joshi, Chairman Asia Pacific, CEO & CCO McCANN Worldgroup said, “The core of
As part of Share A Coke campaign,
Labels have been created in 12 languages, which are English, Hindi, Tamil, Telugu, Kannada, Bengali, Malayalam, Oriya, Assamese, Gujarati, Punjabi and Marathi. Each relationship is accompanied by an exciting descriptor, such as Grandad (Old School. Yet Cool), Grandma (Scolds me. Spoils me), Daddy (My teacher. My friend), Mom (Above the rest. Simply the best) Son (My devil. My angel), Sis (Supermodel. Super role model), Bro (Troublemaker. Merrymaker), Boss (Pushes me. Promotes me) and nicknames including BFF (Laughs with me. Cries with me), Bae (Bugs me. Hugs me).
The multi-faceted India campaign includes a number of consumer touch points, including marketing activations, digital and social media engagements, in-store marketing and marketing campaigns with Diljit Dosanjh to elevate brand love. Further, consumers can go online to download virtual Share A Coke labels at
The ‘Share A Coke’ campaign was first launched in Australia in 2011, as an exciting new concept of identifying ways in which consumers could share their favorite beverage with friends and family. Initially named ‘Project Connect,’ the campaign entailed new packaging that had the ‘Share a Coke’ logo followed by one of 150 names popular in Australia. The campaign took personalization to a whole new level, connecting emotionally with consumers, and enjoyed tremendous success with the young adults in Australia. In the following years, it made its way around the world as ‘Share A Coke,’ getting a new spin in different regions – with popular film dialogues, film names, songs and designations printed on the labels. In the UK, the campaign first launched in 2013 with popular names. Following its success, in 2017, the labels had names of popular cities and holiday destinations from around the world.
Watch the ad here
Creative Team on the campaign
- Agency: McCANN India
- Creative Team: Team McCANN
- Production House: Curious films
- Post Production House: Prime Focus
- Director: Vivek Kakkad
- DOP: Michal Sobocinski
- Music: Sameer Uddin
Coca-Cola in 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 beverage products - Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Fanta, Fanta Green Mango, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk ‘Almond Delight’ and ‘Kesar Delight’, Minute Maid range of juices, FUZE tea, Georgia and Georgia gold range of hot and cold tea and coffee options, Aquarius, Schweppes, SmartWater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 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 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 Support My School, VEER, Parivartan and 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 and www.hindustancoca-cola.com.Follow us on twitter at twitter.com/CocaCola_Ind, or on Facebook.