Coca-Cola's urges consumers to make Diwali special for someone
With the theme ‘Iss Diwali, Har Dil Bola Tere Naam Ki Coca-Cola’, the new Diwali campaign of Coca-Cola India inspires consumers to make this Diwali special for someone. The campaign has a joyful message,that the happiness we derive from moments of genuine human connection will always continue to transcend any differences we may perceive.
Coca-Cola has launched a new TV commercial which has been created on the core message of connecting cultures, featuring actor Ayushmann Khurrana and actress Anupriya Goenka. The TVC opens in a porch area of a South Indian house where a North Indian boy is seen leaving the house while talking to his mother on phone. The boy is seen reminiscing about the times he celebrated Diwali back home. His neighbour, a South Indian lady happens to overhear the conversation and starts thinking about it. Upon his return in the evening, the boy witnesses the porch beautifully decorated with diyas and rangoli with ‘Shubh Deepawali’ adorning the entrance of neighbour’s home.
The boy is elated when he sees the neighbour’s family standing at the door, as he realizes that the family made all these efforts to make his festival special. Overwhelmed with joy, the boy asks the family if he could do anything to thank them, to which the lady suggests he can share his Coca-Cola with them. The boy smiles and pours Coca-Cola for everyone and starts enjoying the festival.
Shrenik Dasani, Vice President- Sparkling Category, Coca-Cola India said, “Diwali is a special time of the year which we seek to celebrate at home, with those we love and consider ‘our own’ people. Sometimes though, we find ourselves away from home and while we celebrate, we are always thinking about that feeling of being among ‘our own’ people – our family, friends and those who share our cultural background. With this in mind, 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 take that small step and make someone’s Diwali more special, so that they are among ‘their own’ people no matter where they happen to be!”
Prasoon Joshi, Chairman Asia Pacific, CEO & CCO India, McCann Worldgroup said, “India is a beautifully diverse country and specially when it comes to festivals, we have a lot to celebrate and share. This campaign is trying to suggest that let’s know each other’s festivals better and celebrate them together for a more united and connected world.”
The multi-faceted campaign includes a number of consumer touch points, 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.
Coca-Cola has also extended the range of festival special gift packs to offer excellent gifting option for consumers. This year, the gift packs will be available in - 4 X 500ml PET, 4 X 600ml PET, 6 X 300ml Cans, 4 X 180ml Cans, 4 X 300ml Cans in an attractive new design with gold motifs.