Campaign India Team
Oct 28, 2015

Coca-Cola promises to get guests closer this festive season

Watch the ad film conceptualised by McCann Worldgroup here

Coca-Cola has released its TVC for the festive season. The film has been conceptualised by McCann Worldgroup and features brand ambassador Alia Bhatt. 
 
Titled ‘Coca-Cola pilao mehmano ko kareeb lao’ (Make your guests drink Coca-Cola and get them closer), this film continues from the summer campaign and features Bhatt as a newly wed bride. 
 
She finds herself in unknown territory when some relatives (from her husband's side) come visiting. As an aunt greets Bhatt, she says since she was passing by, she thought of taking a 'status update'. Bhatt then asks the family if they'll have anything, and she gets varying replies ranging from lemon tea to cappuccino to Coca-Cola. She looks towards the bua, who asks her to put for four cubes of ice into a glass, with Coca-Cola in it. Excited, Bhatt turns to get the bua's drink first. As she starts pouring the drink, the rest of the family cannot resist it, and urge her to pour them some of the same. Bhatt looks at the bua and indicates that her idea (of drinking Coca-Cola) is now viral (amongst the family). The film ends with the family enjoying the drink together, taking selfies and Bhatt saying 'Coca-Cola pilao, mehmano ko kareeb lao'. 
 
Debabrata Mukherjee, VP – marketing and commercial, Coca-Cola India, said, "Festivals in India are all about moments of celebration anchored on the excitement of bonding and togetherness with loved ones. However, meeting friends and family are no longer lighthearted and spontaneous acts as the burden of formality takes away the unbridled joy of relaxed conversations. Keeping this in mind, our new campaign, ‘Coca-Cola pilao, mehmano ko kareeb lao’, amplifies the need for such spontaneous acts of togetherness. We are conveying this message via a story around a newlywed bahu (bride) who is akin to the girl next door and how Coca-Cola becomes the catalyst in bringing her closer to the guests as they meet up over conversations and a refreshing Coca-Cola”.
 
Prasoon Joshi, executive chairperson and creative director, president, McCann Asia Pacific, said, "Festivals carry a special vibe, more so in our country where different aspects come into play. As times are changing we see that social interactions are becoming less hierarchical and more informal. But even then hosting guests comes along with a sense of pressure, especially when the relationships in question are the newly made ones. The team at McCann along with the Coca-Cola brand champions has looked through this lens to craft a campaign, which accentuates this need to socialise more – sans the burden of formality and brings to life the role that Coca-Cola plays in this."
 
The campaign will have social media, radio and POSM legs. 
 
Credits
 
Client: Coca-Cola India
Brand: Coca-Cola
 
Creative agency: McCann Worldgroup
Executive chairperson and creative director, president, McCann Asia Pacific: Prasoon Joshi
NCD: Prateek Bhardwaj
CD (copy): Kartikeya Dixit
CD (art): Soumya Nagabhushan
 
Production house: Flying Saucer
Director (film): Pushpendra Misra
Music: Sagar Desai
Executive producer: Divyaa Iyer
Source:
Campaign India

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