Coca-Cola India has unveiled the latest in its series of communication for brand Coca-Cola that builds on the global ‘Open happiness’ platform. The latest communication features Aamir Khan in an animated avatar racing on his motorbike in the virtual world of videogames.
Said Kashmira Chadha, director-marketing, Coca-Cola India, “Coca-Cola is all about infusing fun, enjoyment and exhilaration into every moment of life. The creative idea behind the latest ‘Open Happiness’ communication is to bring forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the virtual life that the youth today engages in. The latest communication shows how simple joy of sharing life’s smallest pleasures with a bottle of Coca-Cola lures one away from the virtual to the real world of love and friendship. I am confident that consumers will find the communication quite appealing.”
Watch the TVC here:
Coke Videogame from Campaign India on Vimeo.
Leveraging the passion of video gaming amongst the youth, the communication uses the racing videogame as a device to connect with them. The TVC showcases two young girls searching for their friend (Aamir) who is so engaged in playing video game that he has virtually become a part of the game as an animated character. However, as the girls put ice in a glass, open a bottle and pour Coca-Cola into the glass, Aamir starts to lose his focus from his game and is tempted to come out in real life. The film ends when another animated character who was Aamir’s rival in the game also steps into the real world to enjoy Coca-Cola as the girls open another bottle of Coca-Cola. The communication ends with the words - “Aap Muskuraingey, Bul Bule Gun Gunayaingey” – Open Happiness”.
Said Prasoon Joshi, executive chairman, regional creative director – Asia Pacific, McCann Erickson, “The thought in this commercial was that technology connects us, it makes our life easier and full of fun. At the same time, technology completely absorbs some people to the extent of alienating them away from other humans and life around us. So the commercial revolves around the thought that Coca-Cola urges you to come back to life, come back to friends, come back to your own people.”
The strategic communication for ‘Coca-Cola Open Happiness’ in India has been conceptualized by Prasoon Joshi, executive chairman, regional creative director, Asia Pacific, McCann Erickson and Ashish Chakravarty, creative chief, McCann Erickson, Delhi. The film directed by Abhijit Choudhary of Black Magic Motion pictures.
