IThe campaign takes forward
the company's communication
focus of making beverages
a part of everyday occasions,
throughout the year.
Festivals
are the perfect time to
celebrate and share moments
of happiness at family
reunions, casual, informal
get-togethers with friends
and other impromptu gatherings.
However, these occasions
are often marred by the
burden of 'formality',
which reduces the joy
of socializing. This holds
true for almost every
Indian household. Therefore,
we have developed our
new festival campaign,
'Formality hatao, Coca-Cola
pilao', based on this
insight. Through the campaign,
Coca-Cola will be seen
championing the cause
of spontaneous, real social
interactions between people.
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