Indiantelevision.com Team

(4 October 2008 4:00 pm)

NEW DELHI: Coca-Cola India has launched a new campaign ‘Deep jala ke dekho’ for the festive season.

The television commercial is scheduled to go on air from the first week of October on all leading TV channels.

Says Coca-Cola India VP marketing Venkatesh Kini, “Brand Coca-Cola is all about infusing stream of fun, enjoyment and exhilaration into every moment of life. The creative thought of the new ‘Deep jala ke dekho’ campaign is to capture, how the magical power of Coca-Cola bottle especially during the festive season brings family, friends and even strangers together to celebrate happy moments. I am confident that the consumers will strongly identify with both the lingo and message of this campaign.”

Conceptualised by McCann Erickson's Prasoon Joshi; the commercial has been directed by Amit Sharma of Chrome Pictures.

The commercial revolves around a jungle boy who is completely ignorant about the urban life and is used to the serene life of the jungle. While resting peacefully on the trunk of the tree, the jungle boy suddenly wakes up to the sound of falling rocket on the ground and says “Yokangya”. To his utter astonishment, he sees the lightning in the sky and runs behind it. He comes across a Coca-Cola truck and hops on it in amazement.

The truck starts moving with the boy clinging to it. The truck stops in a town where people are burning crackers and celebrating. A little girl finds the frightened jungle boy and runs away. The whole family comes to him and invites him to join in the celebrations by offering a sparkler. Initially hesitant, the boy does come forward and grabs a bottle of Coca-Cola offered to him and gulps it down. Shedding away all his inhibitions, the jungle boy joins the entire family in the festive celebrations burning crackers and drinking a bottle of Coca- Cola sharing the moments of fun and happiness together.

With the launch of the new campaign, the beverage company also launched the Coca-Cola mango magic offer in the north and central markets of India.