Coca-Cola is launching its latest brand campaign, 'Crazy for Happiness'
that encourages and inspires individuals to engage in acts of genuine
goodness, no matter how small, to shape a happier and more harmonious
campaign has been scripted by McCann World Group India CEO and chief
creative officer Prasoon Joshi, Sambit Mohanty, Rahul Mathew, Vineet
Mahajan, Akshay Kapnadak of McCann India.
film has been directed by Shujaat Saudagar of Boot Polissh Films
with music by Amit Trivedi.
India and South West Asia vice president, marketing Anupama Ahluwalia
said, "In today's world, we have become insular and self-focused.
The "I" tends to stop caring for the "WE". Being
kind to a stranger is often considered "crazy". When you
do something good for others, happiness is inevitably the end result.
Therefore, be a little crazy and open happiness."
said, "The Coca-Cola 'Crazy For Happiness' campaign believes
and celebrates such selfless/random acts of kindness by strangers,
thereby provoking belief in a happier world."
to the upbeat and evocative "Haan Mein Crazy Hoon" jingle
composed by Trivedi, the ad shows Indians from various walks of
life committed to random acts of kindness. They include the girl
who draws smileys on car windows, another who high fives strangers,
a third who uses her gifts as a singer to raise money for the treatments
of sick children, and the young man who makes a daily commute to
the far end of his city to feed homeless dogs. Even in the face
of negativity, these are people who, through their seemingly 'crazy'
acts of optimism and kindness, bring happiness to our world.