~Coca-Cola launches its Social Occasions campaign featuring Bollywood diva Deepika Padukone in a new avatar
New Delhi, September 26, 2016 – It’s that time of the year again, when festivities, celebrations and joyful togetherness fill the air and homes bustling with family and friends once again. Being the perfect ingredient for ‘mehmaan nawaazi’, Coca-Cola India is here to ensure every guest, is warmly welcomed. Building on the brand’s global philosophy ‘Taste the Feeling’, this campaign carries forward the tradition of making every moment special with Coca-Cola.
The new campaign, set to go on air on 28st September, sees Deepika as a young confident girl who along with her brother end up at a wrong house. Blissfully unaware of this fact, both are welcomed warmly by the hostess, portrayed by Renuka Sahane, however the brother soon realizes their mistake. Before they can make a quick exit, the sight of the bubbly Coca-Cola being poured for them captivates Deepika, rendering her unable to take her eyes off the drink. Later while sipping on it she breaks the awkward silence by saying “Par aise hee chale jaate toh Coke bura maan jaata. Haina?” This heart-felt yet confident rendition wins the hostess over and yet again, Coca-Cola completely changes the complexion of the situation reiterating how every guest enjoys the simple pleasure of drinking Coca-Cola.
Talking about the new campaign, Debabrata Mukherjee, VP – Marketing & Commercial, Coca-Cola India, said, “Making every moment special is our core belief and this year’s social occasions campaign reiterates how Coca-Cola is the perfect companion for the both friends and strangers alike. It not only helps bring people together but also provides a great uplifting refreshing beverage experience. Standing strong as the preferred choice of beverage for guests, this campaign is a testimonial to how Coca-Cola brings about the feeling of celebrations and makes everyone feel right at home.”
Taking forward the positives from previous year’s campaign, the latest social occasion campaign focuses and aims at owning the ‘at home serving to guests’ occasion in the mind of the consumers and continues to drive the fact that Coca-Cola is a great tasting product and hence should be the beverage of choice when serving guests. The social occasion 2016 campaign film ‘wrong guest’ effortlessly marries the core creative idea ‘Simple pleasure of drinking Coca-Cola makes every moment special’ with the campaign thought that every guest wants to have Coca-Cola.
Commenting on the campaign, Prasoon Joshi, Executive Chairperson and Creative Director, President, McCann Asia Pacific said, “We as Indians take pride in guesting or mehmaan-Nawaazi. The new TVC takes a different spin on guesting. We have looked at it purely from a guest’s point of view & accentuated the desirability for Coca-Cola, in a fun way. The ability of Coca-Cola to bring people together and make moments special remains at the centre, like when Deepika says in the ad ‘aise hi chale jaate toh Coke bura maan jaata!’”.
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 facilitate the exchange of great tasting Coca-Cola with friends and family.
- Prasoon Joshi – Chairperson Asia Pacific, CEO & Chief Creative Officer India, McCann
- Prateek Bhardwaj – National Creative Director
- Kapil Bart – Executive Creative Director
- Sameer Kumar – Creative Team Leader
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 22 years, ever 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, Fanta, 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, 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 already 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 and reducing its own environmental footprint. Some of our community development programs include 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.