Coca-Cola launches a new ‘Spread Happiness without a Reason’ campaign

| Marketing | April 11, 2013 | News

Coca Cola recently launched a campaign in April with the underlying theme of spreading happiness. Titled ‘Bewajah Khushiyan Lutao, Coca-Cola Pilao', the campaign attempts to put across refreshing communications by encouraging consumers to spread happiness with a Coca-Cola bottle. For the same, the brand has decided on a number of mediums through which the campaign is being carried out.

Coca-Cola will engage consumers through an on-ground activation that will be conducted in over 1,000 towns across the country starting from April 15. The idea is to take this summer campaign theme across different towns and experience the joy of sharing a bottle of Coca-Cola. Consumers will be engaged through interactive activations where chilled bottles of coca-cola will be distributed to spread happiness without a reason. This initiative is aimed at provoking spontaneous moments of happiness and genuine excitement amongst the consumers. The agency involved for the on-ground operations is Infinity.

Speaking about the campaign, 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 ‘BewajahKhushiyanLutao, 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."

Besides this, a TVC is running on-air currently which features the actors of the movie ‘Student of the Year'. It has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been directed by Sainath of Purple Vishnu Films with music by Amit Trivedi.

Commenting on the other promotional activities, Ahluwalia said: "BTL activities are a great way to connect and engage with consumers and find a unique way to build their affinity towards the brand. In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home media, digital, point of sale merchandise and on-ground initiatives across all key markets."

With this campaign, the brand wants to ensure that the message of happiness and optimism percolates down to its target audience.

The on-ground activation is being executed by Infinity whereas the campaign has been scripted by McCann World Group.

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