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| Coca-Cola embarks on Diwali campaign | | | EARLY TIMES REPORT
Jammu, October 12:
Coca-Cola has launched its new integrated communication initiative – ‘Khushiyan Baatne Se Hi Badhti Hain’, this Diwali. The campaign builds on the values of inclusivity, spreading and extending happiness. The theme of the Diwali campaign is that ‘Happiness just becomes bigger when you extend it to others, making the sphere of happiness larger and it lights up everything around you’.
To further amplify the campaign, Coca-Cola has tied up with Shah Rukh Khan’s soon-to-be-released movie ‘Ra.One’ through an interesting consumer promotion.
Elaborating on this initiative, Anupama Ahluwalia, VP – Marketing, Coca-Cola India and South West Asia, said, “Coca-Cola, the universal icon of happiness, believes that happiness becomes much bigger when you share it with others. We have built our Diwali campaign based on this simple proposition. Just as Diwali marks a new beginning and brings on the celebratory mood, it also gives us a good reason to undertake a little act of digging into our own happiness and sharing it with others, in turn making the moment even more special. What better way to symbolise this act but by lighting ‘Diyas’.
Speaking about the latest initiative, Prasoon Joshi said, “Working on this particular campaign has been a very fulfilling experience. The McCann and Equinox team has turned this campaign around in record time. What makes this campaign unique is that it is only Coke who can speak such a heartwarming language and talk about extending happiness in such a simple yet special manner..”
Meanwhile, Coca-Cola is using the Coca-Cola-‘Ra.One’ association to amplify the Diwali campaign theme - Happiness just becomes much bigger when you share it. |
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