New Delhi, 3rd September, 2014: The sparkling festival season is back and so are those, happy, fun moments with friends and family. And to ensure that the unplanned and impromptu gatherings are no longer a reason of stress for the host (Mostly the lady of the house), Coca-Cola, a beacon of happiness is all set to to add a hint of spontaneity and fun to socializing through its latest communication campaign – Formality hatao, Coca-Cola pilao- bringing alive the true meaning of festivals – “celebrating togetherness”.
Talking about the new campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said, “Festivals are the perfect time to celebrate and share moments of happiness at family reunions, casual, informal get-togethers with friends and other impromptu gatherings. However, these occasions are often marred by the burden of ‘formality’, which reduces the joy of socializing. This holds true for almost every Indian household. Therefore, we have developed our new festival campaign, ‘Formality hatao, Coca-Cola pilao’, based on this insight. Through the campaign, Coca-Cola will be seen championing the cause of spontaneous, real social interactions between people. And what will allow the brand to play this role is its universal appeal and refreshing taste which will break down the formality barrier and inspire people to enjoy spontaneous moments of togetherness”.
This campaign takes forward the company’s communication focus of making beverages a part of everyday occasions, throughout the year. Coca-Cola’s great refreshing taste is a perfect fit for social gatherings. This initiative is directed at helping Coca-Cola target in-home consumption for the category using festivals as a connection moment.
The TVC is created by team McCann led by Prateek Bhardwaj with guidance from Prasoon Joshi, and directed by Nikhil Rao of Jamic films.
Commenting on the campaign, Prasoon Joshi said, “The new Coca-Cola campaign has been created bearing in mind a very important cultural aspect of our present day society. Often socializing, especially when guests come home, is burdened by need to showcase. This leads to the woman of the house feeling judged and stressed. The real joy of meeting up with people, making real connections and having a good time together is often lost as a result of this. Therefore, through the ‘Formality hatao, Coca-Cola pilao’ campaign, we aim to target the homemaker who desires to un-burden this socializing, making it more light and un-inhibited with more real and heartfelt, human connections. The team has done strategically a good job”.
In-addition to mass media advertising, the integrated communication program will be extensively leveraged through social media, radio and POSM. Coca-Cola India will also soon be rolling out the special Coca-Cola Festival gift packs which will include the unique Coca-Cola bell glasses to facilitate the exchange of an ice cold refreshing Coca-Cola with friends and family.
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 gone on to establish an unmatched portfolio of beverages; refreshing consumers with its leading beverage brands like 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. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top selling sparkling beverages.
The company has now built a solid foundation for is on a clear march toward sustainable profitable growth, having registered 32 consecutive quarters of growth, 20 of them being double digit. It believes in the long term growth potential of the country and the Coca-Cola India system has already committed an investment of US$ 5 billion in its operations till 2020, starting 2012. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.
With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and contribute to the development of the communities where we operate. Some its Company’s flagship community development programs include the “Support My School” program, the “Parivartan” retailer training program, women empowerment program as a part of the global 5BY20 campaign etc.