Coca-Cola has launched an ad film for its flavoured milk brand Vio, urging consumers to ‘Run with it’. The film conceptualised by Equus underlines the energy provided by milk protein present in the drink.
The film went on air from 24 July in Andhra Pradesh and Telangana, and is playing on digital media to target other markets. The campaign also print, radio, social and OOH (Maharashtra, Goa, Andhra Pradesh and Telangana) legs.
It opens with a young man on an athletics track taking a sip of the drink, as a voice over states, “Because today, more than ever, we are running against time. More power to us.” He sprints and passes on the drink like a baton to another avatar of his, as the action seamlessly moves to a college classroom, with him dunking a basket on the way, before joining a group of cyclists and racing past them to pass the ‘baton’ on to his first avatar on the running track. The film ends with the promise of ‘Real Milk. Real Protein’.
Abhishek Jugran, director – liquid foods, Coca-Cola India and South West Asia, said, “Vio aims to establish new consumption occasions for the consumers, over and above the standard in-home consumption. The product is packed with milk power and targeted for on-the-go consumers. It ensures that we cater to the target consumers’ preference for products that offer functional benefits, and yet are differentiated. We have put in a new dimension to the traditional beverage right from the brand name, Vio – an easy to pronounce, disyllabic word that is contemporary and aspirational, along with a refined and attractive visual identity system. Through the latest ‘Run With It’ campaign, we aim to build higher brand recall and awareness about Vio through TV, print and digital platforms. We expect Vio to set the trend in making out of home, on-the-go milk consumption in vogue for consumers for different age groups across the social strata.”
Vio, priced at Rs 25 per 200 ml tetrapack, is now available in 30 cities, and also via www.coke2home.com.
Client: Coca-Cola India
Chairman: Swapan Seth
Production house: Show and Tell
Director (film): Marlon Rodrigues