Coca-Cola urges people to spread happiness sans reason in summer campaign

Coca-Cola has launched a new TVC extending its ‘Crazy for happiness’ campaign. The soft drink major has roped in Alia Bhatt, Varun Dhawan and Siddharth Malhotra for the new commercial. The TVC created by McCann WorldGroup India revolves around the tagline 'Bewajah khushiyan lutao, Coca-Cola pilao' (Spread happiness without reason, share a Coca-Cola).

The TVC opens in an Irani cafe where a hassled waiter is shown working frantically. He is clearing dishes, taking orders from patrons and receiving instructions from the owner of the café. Seated at a table are Bollywood actors Alia Bhatt, Varun Dhawan and Siddharth Malhotra. Dhawan asks for three bottles of Coke. Bhatt changes the order to four bottles. She gives a casual shrug when asked why by Dhawan and Malhotra. When the waiter sets the bottles on the table, Bhatt picks up the extra bottle and offers it back to the waiter. Surprised at her unprecedented gesture, he looks at his boss for approval. The boss nods in the affirmative and the waiter along with the three youngsters enjoy their drink. A voice over signs off saying, 'Bewajah khushiyan lutao, Coca-Cola pilao'. 

On the new TVC, Anupama Ahluwalia, vice-president, marketing, Coca-Cola India and South West Asia, said, “Brand Coca-Cola has been at the forefront in making a cultural point of view that encourages optimism and positivity in our everyday lives. This summer, the ‘Bewajah khushiyan lutao, Coca-Cola pilao’ campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice cold bottle of Coca-Cola. We hope that the new Coca-Cola campaign serves as the thought starter, the trigger which encourages people to undertake simple acts of kindness towards others.”

Prasoon Joshi, CEO and chief creative officer, McCann World Group India, said, “Take one of the world’s most loved brands and team it with the young and vibrant stars of Bollywood, along with some peppy, foot tapping music. That’s how we made the latest Coca-Cola campaign. The whole idea of the campaign was to take the 'Crazy for happiness' theme to an individual level, with a call to action. The emotions of togetherness and celebration, energised by a bottle of Coca-Cola, are very real and identifiable, and we are sure that everyone will connect to this.”

The company has planned an integrated communication plan including OOH, digital, point of sale merchandise and other on-ground initiatives across key markets.

Credits:

Client: Coca-Cola
Creative agency: McCann WorldGroup India
Chief creative officer: Prasoon Joshi

Creative chief: Ashish Chakravarty

Production house: Purple Vishnu Films
Director (film): Sainath
Music: Amit Trivedi