Fes­tive Strat­egy

Coke ex­tends Ayush­mann Khur­rana’s on-screen Delhi image to a Di­wali spot.

The Brand Reporter - - FRONT PAGE - By Su­nit Roy su­[email protected]

Make the fes­ti­val spe­cial, ex­horts Coke.

Coca-Cola, known for re­leas­ing mem­o­rable Di­wali-cen­tric mar­ket­ing com­mu­ni­ca­tions, has rolled out a new TVC. With the theme - ‘Iss Di­wali, Har Dil Bola Tere Naam Ki Coca-Cola’ the cam­paign in­spires con­sumers to make the fes­ti­val of lights spe­cial for some­one. Con­cep­tu­alised by McCann World­group, the ad film has been pro­duced by Cu­ri­ous Films and di­rected by Vivek Kakkad.

Ti­tled ‘Share a Coke this Di­wali!’ the TVC has been cre­ated on the core mes­sage of con­nect­ing cul­tures and fea­tures Ayush­mann Khur­rana and Anupriya Goenka in the lead roles. This ad film seems like a rub off of a Hindi masala movie where Ayush­mann (the pro­tag­o­nist) de­picts a boy from Delhi liv­ing in south­ern In­dia. The ac­tor plays the role of a ten­ant away from his home on Di­wali. His neigh­bour (Anupriya) hears him on the phone with his mother say­ing that he misses Delhi’s Di­wali. So, she and her fam­ily take it upon them­selves to make the fes­ti­val of lights a brighter one for Ayush­mann. There also seems to be a sub­tle ro­mance be­tween the two char­ac­ters as well.

Speak­ing about the in­sight on which the cam­paign is based, Pra­soon Joshi, chair­man - Asia Pa­cific, CEO and CCO In­dia, McCann World­group, says, “In­dia is a beau­ti­fully di­verse coun­try es­pe­cially when it comes to fes­ti­vals; we have a lot to cel­e­brate and share. This cam­paign is try­ing to make a sug­ges­tion of get­ting to know each other’s fes­ti­vals bet­ter and cel­e­brat­ing them to­gether for a more united and con­nected world.”

Coca-Cola has al­tered its jin­gle - Har Dil Bola, Tere Naam ki Co­caCola. The mu­sic for the back­ground score, cre­ated by Ab­hishek Arora, only en­hances the viewa­bil­ity of the TVC.

The multi-faceted cam­paign in­cludes a num­ber of con­sumer touch­points in­clud­ing multi-city so­cial me­dia mar­ket­ing ac­ti­va­tions like ‘#ShareAWish’, where con­sumers can share their cus­tomised Di­wali wishes on Coca-Cola In­dia’s so­cial me­dia chan­nels and jour­ney in their own lan­guages through greet­ings, GIFs and voice mes­sages. These mes­sages will also be dis­played through out­door mar­ket­ing along with the name of the well-wish­ers.

Shrenik Dasani, vice pres­i­dent sparkling cat­e­gory, Coca-Cola In­dia, says, “Coca-Cola’s Di­wali cam­paign brings to au­di­ences a mes­sage of shar­ing and cel­e­brat­ing mo­ments of joy­ful hu­man con­nec­tion. It gives a fes­tive call to tak­ing that small step and mak­ing some­one’s Di­wali more spe­cial so that they are among ‘their own’ peo­ple no mat­ter where they hap­pen to be!”

Coke, as a brand, doesn’t ad­ver­tise as fre­quently as its ri­vals. One can ex­pect an ad cam­paign from Co­caCola ei­ther in sum­mer or dur­ing peak fes­tive sea­sons. Over the years, the brand has re­leased some mem­o­rable cam­paigns around Di­wali. Last year, the brand launched a cam­paign cel­e­brat­ing ‘Sib­ling Love with Co­caCola’. In that cam­paign, a younger brother is shown bul­ly­ing his el­der sis­ter, but when he sees her look­ing tired af­ter do­ing all the prepa­ra­tions for Di­wali at home, he pours her a glass of Coke and wishes her a Happy Di­wali. In 2016, the brand launched five TVCs un­der the ‘Coke Nawaazi’ cam­paign. The TVCs, con­cep­tu­alised by McCann In­dia, fo­cused on the ‘desi’ in­sights of how a ‘mehmaan’ (guest) re­acts af­ter be­ing of­fered some­thing to drink.

Among the most mem­o­rable ini­tia­tives by Coca-Cola, the brand’s 2010 Di­wali cam­paign was the most im­pres­sive. The brand took its TVC be­yond tele­vi­sion sets. The thought in the TVC - to cel­e­brate to­geth­er­ness - was ex­tended to OOH prop­er­ties across 20 towns in five states. The idea be­hind the OOH cam­paign was to cel­e­brate home­com­ing for Di­wali, with Coke. An­i­mated Warli char­ac­ters ap­peared on the Coke cre­atives, per­form­ing ac­tions that sym­bol­ised cel­e­brat­ing Di­wali at one’s home, with one’s fam­ily.

OVER TO EX­PERTS...

Ear­lier, if Coke would rope in a celebrity - Aamir Khan, Hrithik Roshan et al - they would stay for a while or a few years. Now, it’s a lot less. We asked the ex­perts how the life­cy­cle/longevity of a brand am­bas­sador has changed over the years.

Ac­cord­ing to Naresh Gupta chief strat­egy of­fi­cer and manag­ing part­ner, Bang in the Mid­dle, more and more brands are look­ing at stand­ing out of the clut­ter ev­ery day and one way to do that is to keep the brand fresh. He says, “Us­ing an am­bas­sador for a pro­longed pe­riod is one way, us­ing those who are in the news top­i­cal, is an­other. Brands need to tell sto­ries that are con­sis­tent and there is no rea­son to stick to one for­mula.”

Gupta adds, “Ayush­mann is pop­u­lar right now; he is per­form­ing much bet­ter than most of his con­tem­po­raries. It is a good way to lever­age his good­will at this time. Also, Di­wali in south­ern In­dia is very dif­fer­ent from the north and this is a good way to lever­age the fes­tive feel across ge­og­ra­phy.”

Samit Sinha, manag­ing part­ner, Al­chemist Brand Con­sult­ing, says, “This par­tic­u­lar cam­paign was ob­vi­ously cre­ated to coin­cide with Di­wali to keep the brand salient dur­ing fes­tiv­i­ties that typ­i­cally in­volve in­dul­gence in food and drink. Rather than rely purely on celebrity ap­peal, the choice of Ayush­mann and Anupriya seems to sug­gest that Coke’s in­ten­tion is to use their ev­ery­man/ ev­ery­woman, boy/girl-next-door image to cre­ate greater emo­tional em­pa­thy to­wards the brand amongst In­dia’s mid­dle classes. It is per­haps a bit skewed to­wards North In­dia since the cel­e­bra­tion of Di­wali also tends to be. Of course, Ayush­mann’s re­cent box-of­fice suc­cess, as an in­di­ca­tion of his in­creas­ing pop­u­lar­ity, could also have tipped the de­ci­sion in his favour.”

WELL EX­E­CUTED?

Ro­hit Raj, cre­ative chief and co-founder, The Glitch, opines that ear­lier Coke films had a cer­tain style which made it in­stantly recog­nis­able. “Here, I as­sumed this to be an ad for Cad­bury, till the prod­uct showed up. In the clut­ter of emo­tional ads, es­pe­cially in the food and bev­er­ages seg­ment, this be­comes an­other sim­i­lar ad for me.”

Gupta says, “Cold bev­er­ages broke the sea­sonal bar­rier long ago; they are now all-weather brands, and for Coke to be present dur­ing fes­ti­val time is good. The prod­uct is neatly in­te­grated. Coke and Di­wali have been a very good combo for many years any­way.” ■

“This cam­paign is try­ing to make a sug­ges­tion of get­ting to know each other’s fes­ti­vals bet­ter and cel­e­brat­ing them to­gether for a more united and con­nected world.” PRA­SOON JOSHI

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