Campaign India Team
Sep 09, 2014

Coca-Cola ushers in ‘informal’ festive gatherings

Watch the ad film conceptualised by McCann Worldgroup here

Coca-Cola has rolled out a film for the festive season. Conceptualised by McCann Worldgroup India, the campaign urges Indians to drop formality as they celebrate festivals together.
 
The film shows an old couple outside a door talking about the formal air created by impromptu meetings. As the wife reassures the husband that there would be no room for formality today, the door is opened by a young woman with a surprised look on her face. As the couple enter and the greetings are exchanged, the young woman tells the couple that she will go and make them something. As she turns to walk away, the older lady grabs her hand and asks her to sit down. The young woman is confused. The older lady pulls out a bottle of Coca-Cola and says, “Aaj se, no formality” (No more formality from today). As glasses of Coca- Cola are filled, the trio share a laugh.
 
Debabrata Mukherjee, VP - marketing and commercial, Coca-Cola India, said, “Festivals are the perfect time to celebrate and share moments of happiness at family reunions, casual, informal get-togethers with friends and other impromptu gatherings. However, these occasions are often marred by the burden of ‘formality’, which reduces the joy of socialising. This holds true for almost every Indian household. Therefore, we have developed our new festival campaign, ‘Formality hatao, Coca-Cola pilao’, based on this insight. Through the campaign, Coca-Cola will be seen championing the cause of spontaneous, real social interactions between people. And what will allow the brand to play this role is its universal appeal and refreshing taste which will break down the formality barrier and inspire people to enjoy spontaneous moments of togetherness.”
 
Prasoon Joshi, chairman, CEO and CCO, McCann Worldgroup India, added, “The new Coca-Cola campaign has been created bearing in mind a very important cultural aspect of our present day society. Often socialising, especially when guests come home, is burdened by need to showcase. This leads to the woman of the house feeling judged and stressed. The real joy of meeting up with people, making real connections and having a good time together is often lost as a result of this.  Therefore, through the‘Formality hatao, Coca-Cola pilao’ campaign, we aim to target the homemaker who desires to un-burden this socialising, making it more light and uninhibited with more real and heartfelt, human connections. The team has done strategically a good job.”
 
Credits
Client: Coca-Cola
Agency: McCann Worldgroup India
Director (film): Nikhil Rao
Production House: Jamic films
 
Source:
Campaign India

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