Coca Cola has unveiled its global campaign for 2009, ‘Open Happiness’ in India. The communication invites people to pause, enjoy a bottle of Coca-Cola, while taking in life's simple pleasures.
‘Coca-Cola Open Happiness’ is designed to serve as the platform for all integrated marketing initiatives for brand Coca-Cola globally. The first in the series leverages the passion of cricket amongst the Indian youth by featuring cricketer Gautam Gambhir.
The campaign has been conceptualized by Nakul Sharma, creative team leader (copy), McCann Erickson, Delhi and directed by Dibankar Bannerjee. The film is produced by Freshwater Films.
Watch the TVC here:
The latest communication is set at a proverbial neighbourhood shop - ‘Milne Ka Adda’ (hang out place), a place where people once used to get together to support their favourite cricket team, has now lost its attraction.
What follows next is how Gautam Gambhir with the help of Cricket and Coca-Cola gathers strangers from all walks of life to experience the sheer joy of coming together and sharing their happiness. The entire shop is filled with people cheering for their favourite cricket team while drinking Coca-Cola in a matter of a few minutes.
Said Ashish Chakravarty, executive creative director, McCann Erickson, “Just like cricket, Coca-Cola also has the power to bring perfect strangers together and make them 'dosts' or friends. ‘Open happiness’ is really an invite this summer to do exactly the same. Open a chilled bottle of Coca-Cola, share and enjoy it with friends.”