Coca-Cola launches Open Happiness Campaign

New Delhi: Gearing up for the summers ahead, Coca-Cola India has unveiled the latest communication for “Open Happiness campaign’ for brand Coca-Cola for 2010. The all-new communication features Bollywood Sensation and the new Coca-Cola Brand Ambassador- Imran Khan The latest communication is based on the spontaneous human connections between people, who are unlike each other.

The latest campaign leverages the appeal of an ‘Invisible Bottle’ of Coca-Cola. The latest communication is targeted at the youth and aims to build an emotional connect by bringing to life the silent yet unique interaction of two strangers connecting over a bottle of Coca-Cola – aptly explained by the tagline ‘Coke Khule Toh Baat Chale’ (Coke Opens Up Possibilities). Also featuring in the new communication is Kalki Koechlin of the Dev D fame.

Commenting on his association Coca-Cola brand ambassador and Bollywood sensation, Imran Khan said, “As an adolescent, I was always fascinated by Coca-Cola and today it feels great to be a part of the brand that I have grown up with. This is actually the first and the only endorsement that I have signed in over a year and a half since I have joined the film industry. It was the only endorsement I wanted to sign, before they ever came to me. Aamir has been endorsing Coca-Cola for 10 years now and ever since I was a kid and I used to watch his ads. I have always considered Coca-Cola to be synonymous withrefreshment and happiness. I am sure everyone will find the new Coca-Cola communication extremely engaging.”

The strategic communication for ‘Coca-Cola Open Happiness’ in India has been conceptualized by the creative team of McCann Erickson – Prasoon Joshi ,Tirtha Ghosh, Nakul Sharma and Ashish Chakravarty. The film directed by Dibakar Banerjee of Freshwater Films is all set to be rolled out in the last week of February.

According to Anand Singh, Director, Marketing- Colas, Coca-Cola India, “Coca-Cola has been growing successfully and has established a strong connect with the youth. We owe this to the consistent communication with the target audience over the years we have struck the right chord in India. The global communication initiative is all about inviting people to welcome small moments of joy and happiness into their lives. The idea really is to pause, enjoy a bottle of Coca-Cola and also enjoy life’s simple pleasures. Through our latest Open Happiness Campaign, we aim to further create a strong emotional connect with today’s youth and we are happy to bring Imran Khan on board as the new Coca-Cola brand ambassador. I am sure that the consumers will find the communication extremely appealing.

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

‘Coca-Cola Open Happiness’ is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally. The latest communication is a follow up to the series of the campaigns which have leveraged the passion of both ‘Cricket’ and ‘Movies’ involving the likes of Gautam Gambhir and Aamir Khan.

Storyboard of the Ad

The latest communication for brand Coca-Cola demonstrates the spontaneous human connections between people, who are unlike each other. These connections are natural, unprompted and without any hidden agenda. The Invisible Bottle film addresses the divide between genders. Through the lovable device of the invisible bottle, brand Coca-Cola breaks the ice of social distance between a boy and a girl.

Speaking about the latest initiative, Prasoon Joshi, Executive Chairman, Regional Creative Director, Asia Pacific, McCann Erickson Pvt. Ltd said, “I am extremely excited about the latest commercial that we have done for Coca-Cola. It’s a new concept and is inherent to the character of brand Coca-Cola. It’s about bringing people together, building connections, breaking ice between different people irrespective of where they come from. It’s a beautiful story in an everyday situation with a little under-confident boy and a bolder girl in a bus, where the girl notices and likes him. There’s a Coca-Cola hoarding outside. She enacts as if she is taking the bottle out. She opens the imaginary bottle and is about to drink. The guy also plays along knowing that there’s a game happening here. The girl passes on the bottle to him and the ice breaks between them. We are sure everybody is going to like it and find it appealing.”

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