Coca-Cola and Sachin Tendulkar 'Open Happiness' through cricket!

Adding gulps of happiness to this scorching summer, Brand   Coca-Cola has launched its latest communication campaign, ‘Cricket ki Khushi’, featuring the company’s ‘Happiness Ambassador’, and cricketing legend, Sachin Tendulkar. The campaign celebrates India’s most loved sport, Cricket, which transcends all boundaries, opening happiness for people across the nation, just like enjoying a bottle of Coca-Cola. The new campaign, celebrates the exhilarating spirit of the game that binds people together irrespective of locales or circumstances. In the new campaign, Master Blaster, Sachin Tendulkar, urges people to keep playing, be happy and enjoy Coca-Cola. 

 

Speaking about the ‘Cricket Ki Khushi’ Campaign, Anupama Ahluwalia, Vice President - Marketing, Coca Cola India and South West Asia, said, “Cricket makes India happy and Coca-Cola is celebrating this happiness. The campaign taps into the simple pleasures that this game offers, to tell this story of happiness. With this new campaign, Coca-Cola celebrates the passion and joy experienced by all of us through the game of cricket.”

 

Brand Coca-Cola provokes Happiness in all of us by celebrating spontaneous moments of Happiness around us. The latest campaign is all about celebrating the pure happiness we derive from the game of Cricket. We have all played, watched, reveled and cheered for this game that brings smiles to all Indians.  

 

The  new campaign,  ‘Cricket ki Khushi’ has been written and conceptualized by R Balki and his creative team at Lowe Lintas and Partners, and produced by Amit Sharma from Chrome Pictures.

 

In-addition to leveraging mass media, the entire communication effort will be complimented by a range of initiatives including, out-of-home (OOH) media, radio, internet, in store and on-ground activation across all key markets. 

 

Speaking about the latest initiative, Chairman and Chief Creative Officer at Lowe, Lintas and Partners, R Balki, said, “Cricket is this country's true happiness. The weather...the playground...the national team's performance...nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket Ki Khushi Campaign”.