New Delhi: Coca-Cola India has released its ‘Social Occasions’ campaign for the festival season featuring actor Deepika Padukone.
Made by advertising agency McCann India, the campaign builds on its year-old proposition of ‘Coke Nawaazi,’ essentially entertaining guests by serving Coca-Cola.
The spot opens with Padukone along with her brother visiting Mr. Mehra’s house. They are welcomed by his wife (played by Renuka Sahane) who fetches chilled Coca-Cola from the kitchen. The brother, however, realizes that they have ended up in the wrong house and nudges Padukone to leave, but she wants to finish her Coke first. Later, while sipping on the chilled beverage, she breaks the awkward silence, admits the error, and says Par aise hee chale jaate toh Coke bura maan jaata. Haina?’ (if we had left without drinking it, Coke would have felt bad, right?)
The campaign focuses on and aims at owning the ‘at home serving to guests’ occasion in the consumers’ mind.
Debabrata Mukherjee, vice president – marketing and commercial, Coca-Cola India, said, “Making every moment special is our core belief and this year’s Social Occasions campaign reiterates how Coca-Cola is the perfect companion for the both friends and strangers alike. It not only helps bring people together but also provides a great uplifting refreshing beverage experience. Standing strong as the preferred choice of beverage for guests, this campaign is a testimonial to how Coca-Cola brings about the feeling of celebrations and makes everyone feel right at home.”
The campaign which went on air on Wednesday will leverage social media, radio and point of sale materials. Coca-Cola India will also introduce gift packs.
Commenting on the campaign, Prasoon Joshi, executive chairperson and creative director, president, McCann Asia Pacific said, “We as Indians take pride in entertaining guests or mehmaan-Nawaazi. The new TVC takes a different spin on that. We have looked at it purely from a guest’s point of view and accentuated the desirability for Coca-Cola, in a fun way.”
Debarjyo Nandi, senior vice president, L&K Saatchi & Saatchi finds the campaign entertaining, which makes the product integral to the story and creates the necessary drool appeal. “I think the recall value of the ad will be high thanks to Deepika and especially Renuka Shahane’s appearance after a long time. But the fact that it leaves you with the irresistible urge to drink Coke, is what keeps playing on your mind and it will further attribute to the recall value,” he said.
Nandi also notes that the Coke Nawazi proposition creates a very definite role for the brand especially during the festival season when brands fight for ‘table space’ with beverages, foods and sweets. “It connects very well with Coca-Cola’s overall proposition ‘Taste the feeling’; the challenge, however, is to extend it seamlessly from the larger brand idea of ‘happiness’,” he added.