PRODUCT Coca Cola AGENCY/IGNITOR McCann India STORYLINE/CAMPAIGN HIGHLIGHTS TVC opens in a cafe where a waiter is shown working

rigorously cleaning dishes, taking orders and receiving instructions from the owner of the cafe (who seems to be a bit angry on him). On one table Bollywood actors Alia Bhatt, Varun Dhawan and Sidharth Malhotra are seated watching the waiter. Then Varun asks for three bottles of coke from the same waiter where Alia changed the order to four bottles instead. Varun and Sidharth asked her for the same and she gives a casual shrug to them. Waiter gets their order and to his surprise Alia picks up the extra bottle and offers it back to waiter. Surprisingly he looked at them and looks towards his boss for approval. His boss nods in the affirmative and all four of them enjoy their drink. Then TVC proceeds with a VO saying Bewajah khushiyan lutao, Coca-Cola pilao. My Take on Advertisement TVC is an extended version of Coca Colas Crazy for Happiness campaign. Same as my review of last Coca Cola Advertisement, Coca Cola believes in spreading happiness through different ways and this time it is trying to encourage positivism and kindness through it. TVC created by McCann India is not much creative and does not involve much of innovation and freshness may be because it is just an extension of their ongoing campaign. TVC is segmented around for youths and taking young Bollywood actors make it very appropriate. And TVC is also relevant due to the fact that it do give happiness to people when they get something unexpected as shown in TVC. I believe that this TVC lacks freshness, however still it will motivate people for kindness and generosity. Overall my rating for this Advertisement is 7.5/10.

If the latest Coca Cola campaign does not give you goosebumps, then I dont know what will. When the whole world is contemplating whether 2012 is really the end of the world, it is indeed a very fresh approach to have kids singing 'umeedonwali dhoop, sunshine wali asha'.

Conceptualised by the creative team of McCann Delhi led by Prasoon Joshi, the heart warming lyrics of the song have been penned by him. Directed by Kaushik Sarkar (Apostrophe films) with music by Shantanu Moitra, what really moves you though is the

factual (hopefully) information that the ad throws at you in every frame. From talking about the environment to the illiteracy, it makes you feel that the world is probably not going to the dogs and as long as some people think and care, there will always be hope. I feel that I might have read these lines in an email or a bb forward, but nevertheless, the execution of the entire idea with smiling and innocent kids does get the message across.

What I love: No fancy locations, no stars, no hi-tech effects, just simple guitar, simple songs and kids just as kids are. What's not to like!

Wondering: It is quite a risk to have a heavy lyrically penned hindi jingle clashing with english factual lines being bombarded simultaneously. The effect of the same visual facts on an instrumental background might have been more hard-hitting, but then it runs another risk of being all serious & totally losing its fun and casual element. So the risk taken here was quite an unconventional one that makes it a visual and an audio treat for that entire one minute.

It may not really inspire me to pick up a coke but it definitely makes me want to be a happier and hopeful person!

Adding fizz to Rang De Coca-Cola

Monday, May 29, 2006, 19:23 IST Ajay Mehta How Coca-Cola and Rang De Basanti came under one roof in a retail activation programme The client wanted to express the thought behind the 'Piyo Sar Utha Ke' Coke campaign. Since the movie Rang De Basanti had similar values, there was an opportunity to integrate the brand with the film. With this campaign, the makers of Coca Cola and Rang De Basanti targeted the youth. We decided to launch branded Coke bottles, which had specially designed visuals from 'Rang De Basanti'. The visuals in red and white colours featured the lead protagonists from the film played by Aamir Khan, Alice Payton, Soha Ali Khan, Siddharth, Kunal Kapoor, Sharman Joshi and Atul Kulkarni. It also had the logo of Rang De Basanti and UTV with the Coca Cola tag line 'Piyo Sar Utha Ke'.

The idea of bringing out specially branded Coca Cola bottles was the result of a joint brainstorming session between the client and our team. The central thought was to do something beyond traditional media to connect with the consumers and create an exciting retail activation idea. These special Coca Cola Rang De Basanti bottles were launched in Mumbai and Delhi. We also launched 'Coca-Cola-Rang De Basanti' movie trailers on various TV channels. These trailers featured snippets of the movie along with images from the Coca-Cola 'Piyo Sar Utha Ke' campaign. It had the background score from the movie's original soundtrack and the MVO done by Aamir Khan says: "Aur Sar Uthta Hai Coca Cola Ke Saath." This campaign was also supported by a print ad. This was a contest and the winners received free tickets, T-shirts, CDs and cassettes of the movie. Some of them also got the chance to meet Aamir Khan. The campaign had the visuals from the movie and the branded Coke bottle. The tag line read, 'Coke and HT City present Rang De Basanti Meet Aamir Contest'. It also carried the logo of Rang De Basanti and UTV. The impact of the campaign was extremely positive. The brand scores of Coca Cola increased post this campaign and our own dipsticks show that the consumers enjoyed the creatives and see Coca Cola as an important part of the Rang De Basanti experience. The entire tie-up was well received and we have a mandate from Coca Cola to scout for a similar property for them to associate with. As told to Pritha Mitra Dasgupta The author is managing director, Interactive Television, Delhi