Through its new TVC, Cola Cola has urged Indians to celebrate Diwali differently this year, by lighting two extra diyas.
In the TVC titled “Khushiyan Baatne Se Hi Badhti Hain”, a group of friends are shown lighting diyas at places that are most dear to them. These places include, their classroom, principal’s room, canteen, next to the girl’s hostel watchman and the wall on which they draw their stumps when they play cricket among others. The background music for the TVC has been composed by Shantanu Moitra.
Commenting on the Diwali campaign, Anupama Ahluwalia, vice president, marketing, Coca-Cola India and South West Asia, said, “Coca-Cola, the universal icon of Happiness, believes that 'Happiness' becomes much bigger when you share it with others. We have built our Diwali campaign based on this simple proposition. Just as Diwali marks a new beginning and brings on the celebratory mood, it also gives us a good reason to undertake a little act of digging into our own happiness and sharing it with others, in turn making the moment even more special. What better way to symbolise this act but by lighting ‘Diyas’. By taking two extra diyas – taking a bit of your happiness and lighting it for somebody else or at someplace else, we believe will serve as happiness multiplier. We are confident that this new communication will strike a chord with the Coca-Cola consumers and serve as a catalyst in making their Diwali a little more special and memorable. This Diwali, we urge all Indians to include others in their happiness, go ahead light two more diyas for someone else."
Prasoon Joshi, executive chairman, McCann Worldgroup India, regional creative director, Asia Pacific McCann Worldgroup, added, “Working on this particular campaign has been a very fulfilling experience. The McCann and Equinox team has turned this campaign around in record time. What makes this campaign unique is that it is only Coke who can speak such a heartwarming language and talk about extending happiness in such a simple yet special manner. The thought of amplifying one’s happiness by including much more than the obvious. How often in our fast paced life, do we take a step back and think about the small things that add immense meaning to our lives ; about those people who play small but endearing roles in our everyday life.? Sometimes, a little detour into the simple lanes of life makes it special. The Coca-Cola ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign echoes the same sentiment and encourages everyone to make this Diwali more special and memorable by undertaking the simple act of lighting two diyas for someone/ someplace else thus extending happiness and spreading joy."
The TVC will be supported by a digital media campaign that will echo the concept of lighting diyas.
Coca Cola has also tied up with, the film Ra.One, to create a consumer promotion where consumers are invited to call a number and respond to a question, which can give them a chance to meet Shah Rukh Khan.
Client: Coca Cola
Agency: McCann Erickson
Regional creative director Asia Pacific: Prasoon Joshi
Executive creative director: Rahul Mathew
Senior creative director: Akshay Kapnadak
Strategic planning: Jitender Dabas
Client servicing: Ashish Bahl
Director: Ram Madhvani
Production house: Equinox Films