Latest communication initiative launched this summer as part of brand Coca-Cola’s GLOBAL campaign in India.
- ‘Coca-Cola Open Happiness’ is all about inviting people to welcome small moments of joy & happiness into their lives- idea really is to pause, enjoy a bottle of Coca-Cola and also enjoy life's simple pleasures.
- Initiative, second in the series leveraging passion of movies amongst the consumers; to feature leading Bollywood actor & Coca-Cola Brand Ambassador, Aamir Khan
- Latest series rolled out after the successful launch of the Open Happiness initiative in India; featuring Cricket sensation Gautam Gambhir to build excitement amongst the Cricket enthusiasts
- India, one of the first few strategic markets to roll out the ‘Coca-Cola Open Happiness’, follows its immensely successful launch in the US.
- ‘Coca-Cola Open Happiness’ communication initiative, conceptualized by Prasoon Joshi Executive Chairman, Regional Creative Director- Asia Pacific, McCann Erickson Pvt. Ltd. and Ashish Chakravarty, Creative Chief, McCann Erickson Pvt. Ltd. & directed by Sujit Sircar and produced by Rising Suns Films Pvt. Ltd.
- In-addition to leveraging mass media, the entire communication effort to be complimented by a range of initiatives including in store & on- the- ground activation across all key markets
For the summer season, Coca-Cola in India today unveiled the second series of its ‘Open Happiness’ campaign for brand Coca-Cola. 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. ‘Coca-Cola Open Happiness’ is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally. The second series of the 2009 campaign leverages the passion of “Movies” amongst the consumers by featuring India’s Bollywood Actor and Coca-Cola Brand Ambassador, Aamir Khan. The latest communication is a follow up to the first series of the campaign which leveraged the passion of “Cricket” amongst Indians and featured the batting sensation and Coca-Cola brand ambassador Gautam Gambhir.
Commenting on his look, Aamir Khan, Bollywood Actor and Coca-Cola brand ambassador, “Earlier I used to be the central character in all the films and here I am actually the observer, observing what is happening in different people’s life. So it is a nice take on the vignette of life”.
The strategic communication for ‘Coca-Cola Open Happiness’ in India has been conceptualized by Prasoon Joshi, Executive Chairman, Regional Creative Director, Asia Pacific, McCann Erickson Pvt. Ltd and Ashish Chakravarty, Creative Chief, McCann Erickson, Delhi. The film directed by Sujit Sircar and produced by Rising Sun Films Pvt. Ltd. is all set to be rolled out in the 2nd week of April ‘09 during the Indian Premier League matches.
According to Kashmira Chadha, Director-Marketing, Coca-Cola India, “Open Happiness brings forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the daily routine to connect with others. The second series of the 2009 campaign takes on the idea of sharing small moments of joy and happiness together with a bottle of Coca-Cola. 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.”
Storyboard of the Ad
The latest communication showcases Aamir Khan as a narrator, observing different situations in the lives of the people. Taking the audience through different moments of life Aamir observes that though the times have changed but the happy moments are still celebrated together and not in isolation. The entire communication is an ensemble of many such incidents in our lives. The communication ends with Aamir saying “Aap Muskuraingey, Bul Bule Gun Gunayaingey” – Open Happiness” (You smile, so do the Bubbles in a bottle of Coca-Cola).”
Speaking about the latest initiative, Ashish Chakravarty, Creative Chief, McCann Erickson, New Delhi said, “The campaign is based on an Indian insight that shows our private moments of joy are actually public moments of happiness.Take for instance a board game, it is best enjoyed by two individuals but in India it attracts and brings together an entire crowd.One of the biggest joys in India lies in coming together. Coca-Cola is a perfect fit for moments like these as it stands for connecting and sharing with one and all.”
About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages, including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India.
