Indiantelevision.com Team

(11 September 2009 8:50 pm)

MUMBAI: Ringing in the festive season, Coca-Cola India has unveiled the latest in its series of communication for brand Coca-Cola that builds on the global 'open happiness' platform. The latest communication features Bollywood actor and brand ambassador Aamir Khan in an animated avatar racing on his motorbike in the virtual world of videogames.

The communication takes the thought of 'open happiness' forward by inviting people to take a break from their lives and welcome small moments of joy and happiness with people around them and a bottle of Coca-Cola for company.

Leveraging the passion of video gaming amongst the youth, the communication uses the racing videogame as a device to connect with them. The film contrasts the fun of gaming with the more abiding joy of sharing a bottle of Coca-Cola with friends. The film also showcases how simple joy of sharing Coca-Cola entices one away from the virtual to the real world of affection and friendship.

Commenting on the new communication and his look, Aamir Khan says, "It is a very interesting concept as for the first time my features have been replicated as an animated character through special effects. I think the robotic animated look has really come out well in the film and I hope that my fans will like me in this new animated avatar."

The strategic communication for 'Coca-Cola open happiness' in India has been conceptualised by McCann Erickson executive chairman - regional creative director Asia Pacific Prasoon Joshi and McCann Erickson creative chief Delhi Ashish Chakravarty.

The film has been directed by Abhijit Choudhary of Black Magic Motion Pictures.

Coca-Cola India director-marketing Kashmira Chadha, "The creative idea behind the latest 'open happiness' communication is to bring forward the thought of enjoying a bottle of Coca-Cola while taking a pause from the virtual life that the youth today engages in. The latest communication shows how simple joy of sharing life's smallest pleasures with a bottle of Coca-Cola lures one away from the virtual to the real world of love and friendship. I am confident that consumers will find the communication quite appealing."

The latest communication showcases two young girls searching for their friend (Aamir) who is so engaged in playing video game that he has virtually become a part of the game as an animated character. However, as the girls put ice in a glass, open a bottle and pour Coca-Cola into the glass, Aamir starts to lose his focus from his game and is tempted to come out in real life. The film ends when another animated character who was Aamir's rival in the game also steps into the real world to enjoy Coca-Cola as the girls open another bottle of Coca-Cola.

Says Prasoon Joshi, "The thought in this commercial was that technology connects us, it makes our life easier and full of fun. At the same time, technology completely absorbs some people to the extent of alienating them away from other humans and life around us. So the commercial revolves around the thought that Coca-Cola urges you to come back to life, come back to friends, come back to your own people."