Building on its 'Believe in a happier tomorrow' campaign of 2012, Coca-Cola has launched its 2013 campaign ‘Crazy for happiness’.
A jingle 'Haan mein crazy hoon' runs through the film created by McCann Erickson. Set to this jingle, people from various walks of life look to spread happiness engaging in random acts of kindness. The acts include one girl giving high-fives to strangers as they wait for public transport; Palak Muchhal using her gift of voice to sing and raise money for the treatment of sick children; and Abhishek Bhowmick making a daily commute to the far end of his city to feed homeless dogs.
Through the film, Coca-Cola is looking to inspire individuals to engage in acts of genuine goodness.
Anupama Ahluwalia, vice president, marketing, Coca-Cola India and South West Asia, said,” In today’s world, we have become insular and self-focused. The 'I' tends to stop caring for the 'we'. Being kind to a stranger is often considered crazy. When you do something good for others, happiness is inevitably the end result. Therefore, be a little crazy and open happiness.”
Prasoon Joshi, CEO and chief creative officer, McCann World Group India, said, “We are fast becoming a society with growing levels of selfishness and apathy, and are losing intrinsic values such as kindness and concern for others. In such times, when you see someone being kind to strangers, it brings a smile to your face. You feel positive and optimistic about the world we live in. The Coca-Cola 'Crazy For Happiness' campaign believes and celebrates such selfless/random acts of kindness by strangers, thereby provoking belief in a happier world.”
In addition to this, the Coke Studio team comprising Shankar-Ehsan-Loy, Clinton Cerejo, Papon and Hitesh Sonik will compose their own versions of the jingle which runs in the ad.
Client: Coca Cola
Agency: McCann Erickson
Creative team: Prasoon Joshi, Sambit Mohanty, Rahul Mathew, Vineet Mahajan and Akshay Kapnadak
Director: Shujaat Saudagar
Production house: Boot Polissh Films
Music: Amit Trivedi