Coca-Cola emphasises on meeting and reduced social distancing ahead of festivities

Coca-Cola has rolled out its Diwali campaign titled #MilkeHiManegiDiwali (Diwali celebrations will take place together). 

 

Conceptualised by Ogilvy, the campaign consists of a film through which it urges its viewers to not just ‘greet’, but ‘meet’ their friends and family. It shows the protagonist in an office responding to a Diwali greeting over a text message. As he sends it and gets back to work, he notices a Coca-Cola bottle by his side which is tied to a red ribbon. As he tries lifting it, the bottle is dragged on the other side. This continues for a while and finally ends with the man entering a party to greet friends and family.

Coca-Cola will also be unveiling a tech-driven product innovation as part of the campaign, through which it aims to bring people closer.

 

Kaushik Prasad, director - marketing, Coca-Cola, said, “Coca-Cola believes that real magic happens when people come together, share moments and create lasting memories. Festivals are the perfect occasions to bond with the ones we love and so this Diwali, we want to encourage people to do just that, to meet and not just greet each other and to create memories to cherish for years to come, of course over a chilled Coke. We’re excited to bring this invitation to people through a 360-degree campaign, which we hope will provide a positive nudge for people to come closer together.”

 

Sukesh Nayak, chief creative officer, Ogilvy India, said, “Real magic happens when we meet in person. And not just online. This Diwali, Coke with its inviting bottles of Coke is doing just that. ‘Gale milke kaho Happy Diwali’ is urging people to do make the effort to meet in person and hug again to really enjoy the real magic in life. The campaign comes alive from packaging, TVC to a full-fledged 360 plan.”