NEW DELHI: When tradition meets youth, the mix is heady. Coca-Cola India has always kept one eye on the traditional interests and ethnic nuances in the markets where it operates. Closer home, the cola major has used the archetype Indian family as the symbol of Coke values, which is amplified in the festive season such as the run-up to Diwali when people visit their homes to be with their near and dear ones.
Experience the magic of dancing characters & lights
Keeping this broad objective in view, Coke has unveiled a new campaign in the outdoor, spanning 20 cities across the states of Punjab, MP, Karnataka, Gujarat, UP, Orissa and Bihar. Interestingly, the creatives spanning all media, feature the Warli characters that are typically drawn on the walls of mud huts symbolizing people returning home. MOMS, the OOH arm of Madison World, has featured the Warli characters in a brilliant fashion while executing this campaign.
'Celebration' mounted on a mobile van
The outdoor agency has used a spell-binding range of innovations to reinforce the expansive and looming presence of the Coke brand in the regional markets. The campaign titled 'Come Home This Diwali' is focused on celebrating the homecoming of the youth and conveys about their wish to remain close to their roots, even as they step out in search of new opportunities. The month-long campaign will continue till Diwali.
The festive spirit depicted through the 'Garland of lights'
The outdoor campaign showcases some stunning and sparkling innovations with bright red creatives featuring animated Warli characters performing acts which symbolise celebrating Diwali at one's home with Coke, which indeed delivers happiness in a bottle by bringing people together during festive season.
Experience the presence created at ambient locations
Commenting on the campaign, Anand Singh, director marketing (colas), Coca-Cola India, said, "Brand Coca-Cola is all about infusing a stream of joy and optimism into every moment of life, and celebrating moments of togetherness, which is what we are trying to communicate through this initiative. It is about enabling and acting as a catalyst in making connections. Much like the brand - Warli - the 400-year old traditional art form is also about togetherness and simplicity and symbolises our connection to our roots."
True traditional spirit of bonding woven intricately
"The 'Come Home This Diwali' campaign is a tribute to the youth of today. Our outdoor campaign carries forward the same idea and communicate the spirit of celebration and togetherness by replicating the joyous scenes of coming home," he said.
Singh added, "The innovative campaign extends the core creative idea across media including TV, outdoor, print, digital and mobile. On digital and mobile, which are today one of the best means of connecting with youth, we have also made the campaign participative so that people can experience the brand idea. Thus brand Coke not only encourages you to go home for Diwali but the digital and mobile leg can actually help some consumers do that."
Commenting on the campaign execution, Dipankar Sanyal, COO, (north & east), MOMS, said, "With the strategic positioning of outdoor media and head-turning lit-up innovations, we made the consumer relate with Coke this Diwali. We have created the festive feel across India to celebrate the homecoming with Coke. Hence, the brand creates an emotional connection with consumers."
To create the atmosphere of celebrations, Coca-Cola has done innovations of various kinds in different languages using a broad mix of media of billboards, unipoles, and mobile vans and back-lit bus shelters.
Keeping in mind the Warli characters used on the mud walls to celebrate homecoming during festivals, the outdoor agency has created actual huts with mud walls inside key malls. These huts which have Coke branding with Warli art characters drawn on it were made to celebrate the homecoming theme. Following this, huts with thatched roof were also created on mobile vans with the lights and lamps to emphasise the celebration of Diwali with Coke.
Also, to reinforce the association of Coke with Diwali which is known to be the festival of lights, several billboards and unipoles were lit with the decorative lights on their borders.
At some areas, to propound the idea of homecoming, the homecoming message on the creative was also highlighted using neons on billboards and mobile vans. In addition, the warli characters have been highlighted with blinking backlit sequences on these displays to depict the dancing characters.
In Bhopal, a cutout of a Coke bottle and decorative lights have been used on backlit bus shelter to attract eyeballs.
Having witnessed this gleaming and inventive outdoor campaign, Coca-Cola has definitely found a way to spread the cheer of togetherness coming Diwali.