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Coca-Cola rolls out 'Crazy for Happiness' campaign

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Mumbai: 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 world.

The 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.

The film has been directed by Shujaat Saudagar of Boot Polissh Films with music by Amit Trivedi.

Coca-Cola 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."

Joshi 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."

Set 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.

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