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Coca-Cola India has roped in actors Alia Bhatt, Varun Dhawan and Siddharth Malhotra, who starred in the Bollywood flick Student of the Year , for its new campaign.
The campaign will have the tagline Bewajah Khushiyan Lutao, Coca-Cola Pilao (Share happiness without any reason, offer Coca-Cola). The company will also be pushing sales through its invitational price of Rs 8 for its 200-ml glass bottle.
Anupama Ahluwalia, Vice-President, Marketing, Coca-Cola India and South West Asia, said, “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 Bewajah Khushiyan Lutao, 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.”
The beverage major said that it would also engage with consumers through an on-ground activation in over 1,000 towns across the country from mid-April.
The campaign has been scripted by adman 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. In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of touch points including out-of-home media, digital, point of sale merchandise and on-ground initiatives across all key markets.
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