Coca-Cola India’s latest campaign ‘Say it With Coke’ sees plastic bottles of the beverage sporting wraparound labels with lyrics from popular songs. Created by McCann Worldgroup India, the campaign is the latest iteration of the global ‘Share A Coke’ idea.
Over 140 songs in five languages including Hindi, English, Punjabi, Tamil and Bengali have made it to Coke bottles. The songs were picked after an extensive survey with 18 to 25 year olds, and feature a mix of classic tracks and recent material.
To add an interactive element, the packaging allows consumers to access customised playlists .
Coke has signed on Bollywood actor and former Pepsi endorser Ranbir Kapoor who features in the launch film.
The plot involves Kapoor fobbing off an over-inquisitive landlord with a wry Bollywood lyric-based joke about the scrutiny, he as a tenant, is being subjected to.
Speaking about the campaign Coca-Cola India and South West Asia vice president of the sparkling category Shrenik Dasani said: “Coca-Cola always seeks to uplift everyday moments and make them special.
“In India, songs have always had a way of expressing emotions in a special, memorable way.
“This is what inspired us to bring to consumers our latest campaign #SayItWithCoke, which invites them to share a Coca-Cola with someone to express their heartfelt emotions through words of their favorite songs.
“Whether they do this physically or digitally, we are sure they will make many moments sparkle.”
McCann Worldgroup APAC chairman and India CEO Prasoon Joshi added: “This campaign is our unique take on relationships with charming storyline and innovative use of songs and lyrics which I am positive will strike a chord not only with the younger audience but with people at large.”
Agency: McCann Worldgroup
Creative: Prasoon Joshi, Kapil Batra, Sameer Kumar and Jeet Kalra
Account management: Nutan Sooda, Priyanka Walia and Richa Bhatia
Production house: Rehab Films
Director: Dibakar Banerjee
Executive producer: Siddharth Kelkar
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