Coca-Cola Launches New Deep Jala Ke Dekho Campaign

Roll out of 360-degree communication initiative, designed to showcase the magical force of Coca-Cola energizing the moments in life and also giving reason for togetherness and celebrations .Latest communication initiative is conceptualized by McCann Erickson team – Tirtha Ghosh & Nakul Sharma led by Prasoon Joshi – Executive Chairman, Regional Executive Creative Director- Asia Pacific, McCann Erickson & is directed by Amit Sharma of Chrome Pictures Innovative initiative includes airing of an engaging TV campaign – “Deep Jala Ke Dekho” featuring a “Jungle Boy” scheduled to be aired from the 1st week of October ‘08 Integrated communication plan also includes the roll out of “Coca-Cola Mango Magic Offer” in the north & central markets of India to celebrate the festive season. Entire communication includes mass media advertising on all leading TV channels, complimented by Out-of-Home advertising and a range of on-the-ground initiatives – road shows & contests across all key markets

New Delhi, 3rd October, 2008: Ringing in the festive season, Coca-Cola India launched the new integrated communication initiative – “Deep Jala Ke Dekho” for the consumers today. The latest initiative is designed to showcase the magical force of Coca-Cola energizing the moments in life and also giving reason for togetherness and festive celebrations. The integrated communication initiative also includes the roll out of “Coca-Cola Mango Magic Offer” in the north and central markets of India. As part of the initiative a consumer gets a free Pocket Maaza (Rs 12) on buying either a 1.5 liter or a 2 liter bottle of Coca-Cola PET pack.

According to Venkatesh Kini, Vice President, Marketing, Coca-Cola India, “Brand Coca-Cola is all about infusing stream of fun, enjoyment and exhilaration into every moment of life. The creative thought of the new “Deep Jala Ke Dekho” campaign is to capture, how the magical power of Coca-Cola bottle especially during the festive season brings family, friends and even strangers together to celebrate happy moments. I am confident that the consumers will strongly identify with both the lingo and message of this campaign.”

The communication initiative, leverages on the key insight that the festive season is the time for celebrations and sharing moments of joy and fun filled happiness with others. Being amongst friends and family members and even strangers and having food with favorite soft drink – Coca-Cola, during the festival only adds to this excitement.

The latest communication initiative – “Deep Jala Ke Dekho” is scheduled to be aired on all the leading TV channels from the 1st week of October, 2008. The communication is conceptualized by McCann Erickson team – Tirtha Ghosh and Nakul Sharma led by Prasoon Joshi, Executive Chairman, Regional Executive Creative Director- Asia Pacific, McCann Erickson and is directed by Amit Sharma of Chrome Pictures. Shot at the picturesque locations of Andhra Pradesh & Ramoji Film City, Hyderabad, the communication features a “Jungle Boy”

The latest TV commercial revolves around a “Jungle Boy” who is completely ignorant about the urban life and is used to the serene life of the jungle. While resting peacefully on the trunk of the tree, the “Jungle Boy”, suddenly wakes up to the sound of falling rocket on the ground and says “Yokangya”. To his utter astonishment, he sees the lightning in the sky and runs behind it. He comes across a Coca-Cola truck and hops on it in amazement.

The truck starts moving with the boy clinging to it. The truck stops in a town where people are burning crackers and celebrating. A little girl finds the frightened Jungle Boy and runs away. The whole family comes to him and invites him to join in the celebrations by offering a sparkler. Initially hesitant, the boy does come forward and grabs a bottle of Coca-Cola offered to him and gulps it down. Shedding away all his inhibitions, the Jungle Boy joins the entire family in the festive celebrations burning crackers and drinking a bottle of Coca- Cola sharing the moments of fun and happiness together.

Commenting on the creative thoughts behind the campaign, Prasoon Joshi, Executive Chairman, Regional Executive Creative Director- Asia Pacific, McCann Erickson, said, “When the campaign was conceived, we thought of showing the large heartedness of people and the festival. The soul of Diwali or for that matter any festival in India is their inclusiveness. ’Jalao diye, par rahe dhyan itna; andhera dhara pe kahin reh na jaye’, i.e. lighting diyas in diwali is not only for yourself; the true spirit of the festival is in sharing the lights, sharing the joy with other people. If one looks down the Coca-Cola history, the brand has always stood for ’share my dream, share my Coca-Cola’. Brand Coca-Cola has always believed in sharing and this is what we are trying to communicate through this campaign.”

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