Coca-Cola has released its summer campaign featuring brand ambassador Ranbir Kapoor.
Conceptualised by McCann Worldgroup India, the campaign consists of a film in which four young girls are seen getting excited as their 3 pm alarm rings. The four of them run to a window to see Kapoor taking a break. He takes out his jacket and walks towards a refrigerator to grab a bottle of Coke leaving the girls mesmarised.
Shrenik Dasani, VP - sparkling category, Coca-Cola India and South West Asia, said, “The campaign is our attempt at encouraging people to reimagine what they could do to their daily dull moments with a Coke. We’ve been inspired by how teens think about their daily lives and, often with a Coke, how they effortlessly transform even dull moments into epic ones. While the age-old norm has been to take a pause during idle time, today’s teens are different. They’re not looking to contemplate, they’re looking to participate. They don’t want downtime, they want uptime. And rather than taking breaks once or twice a day, they are fluid, constantly on the move and shifting gears.”
In addition to the TVCs, the campaign also consists of outdoor, radio, digital and experiential.
Agency: McCann Worldgroup
Creative team: Ashish Chakravarty, Kapil Batra, Souvik Dutta, Anand Bhushan, Ashish Nath, Sameer Kumar
Account management team: Aditya Gupta
Production house: Crazy Few Films
Director: Anupam Mishra
Executive producer: Urfi Kazmi and Viraj Gawas
DOP: K U MohananMusic: Mikey McCleary