Following the successful launch of the ‘Coca-Cola Open Happiness’ campaign in the US market, the beverage company has rolled out the global campaign in India which will feature cricketer Gautam Gambhir in the first series.
As part of the iniative, the latest Coca-Cola television commercial (TVC) will hit screens in the last week of February.
The TVC was conceptualised by McCann Erickson Delhi executive creative director Ashish Chakravarty, directed by Dibakar Bannerjee and produced by Freshwater Films. Tirtha Ghosh was the creative art director and Nakul Sharma was the creative team leader – copy.
The TVC highlights how the game of cricket and a bottle of Coca-Cola can enable people to share moments of happiness together through the tagline, ‘Coke ke saath dost free’.
Gautam Gambhir said, “It feels great to be associated with brand Coca-Cola. Coca-Cola has always been associated with refreshment, happiness and moments of joy. All these are the qualities that I closely identify with. I look forward to a very exciting innings with Coca-Cola.”
‘Coca-Cola Open Happiness’ is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally.
Coca-Cola India director-Marketing Kashmira Chadha said, “The new communication initiative invites people to welcome and share small moments of joy and happiness into their lives 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.”