“BEWAJAH KHUSHIYAN LUTAO, COCA-COLA PILAO”
New Delhi, 4th April, 2013: This summer, dish out the perfect recipe of ‘Happiness’, by undertaking simple, thoughtful and kind gestures towards unknown people, without expecting anything in return. Join Coca-Cola, as it continues to urge people to spread happiness through its latest summer campaign, ‘Bewajah Khushiyan Lutao, Coca-Cola Pilao’. Through this refreshing communication, the brand brings a unique twist to the “Crazy for Happiness” campaign by encouraging all to spread happiness with an ice cold bottle of Coca-Cola.
To ensure that the message of happiness and optimism percolates down to the target audience, Coca-Cola has roped in the sweethearts of the nation and popular youth icons from ‘Student of The Year’, Alia Bhatt, Varun Dhawan and Siddharth Malhotra. They will spread happiness in their youthful, infectious manner, brightening up someone’s day, by simply sharing a bottle of Coca-Cola. What’s more a Coca-Cola 200 ml glass bottle will be available at an invitational price of Rs.8/- 200 ml allowing everyone to share a Coca-Cola.
Speaking about the campaign, Anupama Ahluwalia, Vice President, Marketing, Coca-Cola India and South West Asia, says, “Brand Coca-Cola has been at the forefront in making a cultural point of view that encourages optimism and positivity in our everyday lives. This summer, the ‘Bewajah Khushiyan Lutao, Coca-Cola Pilao’ campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice cold bottle of Coca-Cola. We hope that the new Coca-Cola Campaign serves as the thought starter, the trigger which encourages people to undertake simple acts of kindness towards others.”
The TVC highlights the everyday situations where one can spread happiness just by undertaking simple gestures. The genuine and spontaneous moments of happiness experienced by the giver and receiver are the highlight of the ad. Coca-Cola opens Happiness by celebrating these moments in our everyday life where we can be crazy, buy a Coca-Cola and spread happiness to unknown people.
Commenting on the Campaign, Prasoon Joshi, CEO and Chief Creative Officer, McCann World Group India says, “Take one of the world’s most loved brands and team it with the young and vibrant stars of Bollywood, along with some peppy, foot tapping music. That’s how we made the latest Coca-Cola campaign. The whole idea of the campaign was to take the “Crazy for Happiness” theme to the individual level, with a call to action. The emotions of togetherness and celebration, energized by a bottle of Coca-Cola, are very real and identifiable, and we are sure that everyone will connect to this.”
Speaking about her role in the campaign, young Bollywood actor, Alia Bhat said, “Coca-Cola has been an intrinsic part of my college life and it is thrilling to be part of a campaign for a brand I love. Connecting with people and spreading the message of simply doing something good to bring a smile to someone’s face without any expectations has been a very satisfying experience.”
Speaking about his experience, actor Varun Dhawan, said “It has been my childhood dream to be a part of Coca-Cola’s campaigns and I am glad that this dream has finally come true. I am delighted to be a part of a campaign for a brand that has always been a part of many happy moments for me. If everyone who watches this campaign steps forward to spread happiness to at least one other person, it will make a world of difference.”
The budding star of Bollywood, Siddharth Malhotra added, “Coca-Cola has been a part of my childhood. I have grown up with this brand which I have always associated with a lot of fun and happy energy. Shooting for this campaign was a wonderful and a very memorable experience and I feel very proud to be associated with such an iconic brand. I see my association with Coca-Cola as a happy platform to connect with people and my fans across the country.”
Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation in over 1000 towns across the country. Starting mid-April, 2013, more than 2 million consumers will experience the joy of sharing a Coca-Cola and spreading happiness. This mass consumer outreach is taking forward the Summer Campaign thought of “Bewajah khushiyan lutao…Coca-Cola pilao”, where the brand will engage and excite consumers. This initiative is aimed at provoking spontaneous moments of happiness and genuine excitement amongst the consumers.
The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been directed by Sainath of Purple Vishnu Films with music by Amit Trivedi. 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, point of sale merchandise and on-ground initiatives across all key markets.
About Coca-Cola India
Coca-Cola in India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid 100 % juice (Minute Maid Apple, Minute Maid Orange, Minute Maid Grape), Georgia, Georgia Gold, Kinley, Kinley Club Soda, Burn and Nestea through a network of more than one and a half million outlets. The Coca-Cola India system has invested more than US$ 2 billion in its Indian operations and provides direct employment to more than 25,000 people. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com