Based on its tagline, “Coke Khule Toh Baat Chale” (Coke Opens Up Possibilities), and the art of shadowgraphy, McCann Erickson has created a new TVC for Coca Cola.The TVC featuring its brand ambassador Imran Khan opens with him shown moving into a new apartment. Once he’s done moving his last box into the house, he notices the shadow of someone working on the laptop in his neighbouring house. The person shuts the laptop and leaves, which makes Khan turn and head to do something else. Just then he hears the sound of a bottle of Coca Cola opening. He turns to look for the source of the sound and notices that the shadow of the laptop has a bottle of Coke added to it. Reacting to this, Khan gets himself a lamp so that he can cast light towards the place from where the shadow is coming. He tries different hand actions before finally using a straw in a way that seems like it's going into the bottle of Coke. Seeing the different actions, the lady reacts by switching off her light and heading out to see the source of the light. Seeing Imran Khan, she offers the Coke bottle to him. The TVC ends with both of them seen in a light conversation with its tagline, “Coke Khule Toh Baat Chale”.
Commenting on the TVC, Prasoon Joshi, executive chairman and regional executive creative director, McCann Erickson, Asia Pacific, said, “India today is a country of the young. The young have dreams and aspirations which bring them to bigger towns and cities. Here in strange and unfamiliar environment the desire to find human connections - friends- is even more. And this is a story of one such young guy, one fun way of connecting, and Coke is at the center of the story, becoming a warm and unique agent of this desired connection.”
On the concept of releasing the campaign, Anand Singh, director, marketing, Coca-Cola India, said, “The new Shadow campaign was first released using the digital platform in order to directly tap today’s young consumer, who likes to be the first to try out new products and offers. Additionally, the campaign was also made available through SMS and Blue-casting. This unique approach will certainly generate a buzz around the new Coca-Cola campaign by offering the target audience a sneak preview of the commercial and create a viral effect thereof.”
The TVC was released across the digital platform on www.cokeshadow.in.
Agency: McCann Erickson
Executive Chairman and Regional
Executive Creative Director (Asia Pacific): Prasoon Joshi
Creative Chief: Ashish Chakravarty
Creative Director: Tirtha Ghosh
Creative Director (copy): Nakul Sharma
Directed by: Dibakar Banerjee
Production house: Freshwater Films