Coca Cola urges consumers to ‘Open Happiness’

After leveraging the ‘cricket’ platform in its first “Open Happiness” communication initiative featuring Gautam Gambhir just before the onset of summer, Coca-Cola has unveiled the second wave of communication, this time featuring Aamir Khan. The campaign has been designed around the theme of the passion of movies amongst consumers.

Kashmira Chadha, director-marketing, Coca-Cola India commented, “The second series of the 2009 campaign takes on the idea of sharing small moments of joy and happiness together with a bottle of Coca-Cola. In addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives including in-store and on the ground activation across all key markets.”

The latest communication showcases Aamir Khan as a narrator, observing different situations in the lives of people. Taking the audience through different moments of life, Aamir observes that though the times have changed, happy moments are still celebrated together and not in isolation. The entire communication is an ensemble of many such incidents in people's lives. The communication ends with Aamir saying “Aap Muskuraingey, Bul Bule Gun Gunayaingey – Open Happiness”.

Said Ashish Chakravarty, creative chief, McCann Erickson, “The campaign is based on an Indian insight that shows that our private moments of joy are actually public moments of happiness. One of the biggest joys in India lies in coming together. Coca-Cola is a perfect fit for moments like these as it stands for connecting and sharing with one and all.”

The campaign has been conceptualized by Prasoon Joshi, executive chairman, regional creative director- Asia Pacific, McCann Erickson and Ashish Chakravarty, creative chief, McCann Erickson. It has been directed by Shoojit Sircar and produced by Rising Suns Films.

WATCH one of the commercials here.

Coke featuring Aamir Khan - Open Happiness from Campaign India on Vimeo.