McCann Erickson has created a new campaign for the festive season for Coca-Cola. The TVC titled, "Come home on Deepawali" is based on the concept of students wanting to get back home for the festival.
The creative minds behind the campaign include Prasoon Joshi, Ashish Chakravarty, Tirtha Ghosh and Nakul Sharma. The film has been directed by Dibakar Banerjee of Freshwater Films. The communication has used Warli folk art figures created by Nitin Anand Dabholkar, a Warli artist. Commenting on the campaign, Prasoon Joshi, executive chairman, McCann Erickson Worldgroup India said, "The tribal Warli art has been used to generate positive emotion, energy and celebratory mood during the festive season. To express the theme of home coming, the art has been used in the creative expression to create animated characters in the campaign, which symbolizes our connection to our roots and stands for the positive paths created by Coca-Cola for the fulfillment of the journey. Brand Coca-Cola has always believed in celebrating togetherness and this is what we are trying to communicate through this campaign.”
Warli artist Nitin Anand Dabholkar, added, “I feel very proud to have created these designs. This project, in particular has given me immense happiness and satisfaction since it gives the Warli art form the credit that has been long overdue. Coca-Cola India’s persistent endeavor to revive the ancient art form enthused me to take up this assignment. I thank Coca-Cola India for not just for giving me this wonderful opportunity but also undertaking this unique initiative to celebrate the country’s cultural prowess by reviving one of its oldest tribal art form.”
On the Deepawali campaign, Anand Singh, director, Marketing (Colas), Coca-Cola India, “Coca-Cola appeals to our optimism, to our belief in goodness and stands for celebrating togetherness. It is about enabling and acting as a catalyst in making connections. Much like the brand - Warli - the traditional art form is also about togetherness and simplicity and symbolises our connection to our roots. The Coca-Cola Deepawali Campaign ties all this together. It is a tribute to the youth of today. It captures their emotions and their desire to remain close to their roots as they step out in search of new opportunities.”