140 songs in five Indian languages make their way on labels of Coca-Cola bottles
Bollywood heartthrob Ranbir Kapoor roped in as Coca-Cola’s new brand ambassador to strengthen brand love amongst the youth
by Suman Gupta
New Delhi, March 2019: Following the success of ‘Share A Coke’ campaign which rejuvenated relationships, Coca-Cola India, one of the country’s leading beverage companies has taken the personalized campaign further with #SayItWithCoke. The campaign aims to deepen Coca-Cola’s connect with consumers by uniting them through a universal passion – Music. 140 songs in five Indian languages will make their way on labels of Coke bottles. Coca-Cola has signed Bollywood heartthrob Ranbir Kapoor as the new brand ambassador for the campaign.
Shrenik Dasani, Vice President, Sparkling Category at Coca-Cola India & South West Asia at The Coca-Cola Company said, “Coca-Cola always seeks to uplift everyday moments and make them special. In India, songs have always had a way of expressing emotions in a special, memorable way. This is what inspired us to bring to consumers our latest campaign #SayItWithCoke, which invites them to share a Coca-Cola with someone to express their heartfelt emotions through the words of their favorite songs. Whether they do this physically or digitally, we are sure they will make many moments sparkle. What’s more, our brand ambassador Ranbir Kapoor joins us in extending this invitation in a way only he can, and together we hope to bring a smile to fans everywhere.”
The ad film starring Ranbir and Paresh Rawal has been unveiled that captures the essence of using music to convey messages which otherwise might seem difficult to say. The ad opens inside a house with Ranbir handing over a cheque for rent to his landlord, played by Paresh. The landlord while giving a stern look accepts the cheque and begins to leave. Just then, Ranbir stops him and hands him a bottle of Coca-Cola. The landlord is confused by this gesture. Ranbir begins to explain how the landlord doesn’t let anything go unnoticed and observes everything. Explaining this thought, he reveals the label on Coke bottle which says ‘Jaaddoo Teri Nazar’, and the popular song plays in the background. The landlord’s frown turns into a smile and Ranbir is surprised, as this is perhaps the first time the two have a had a lighter moment.
Highlighting the thought behind the ad, Prasoon Joshi, Chairman, McCann Worldgroup Asia Pacific and CEO & CCO, McCann Worldgroup India added, “This campaign is our unique take on relationships with charming storyline and innovative use of songs and lyrics which am positive will strike a chord not only with younger audience but with people at large.”
For #SayItWithCoke, Coca-Cola India conducted a survey amongst Indians in 18 – 25 age group to identify the most popular songs to express feelings. The preferred list of songs included timeless classics as well as timely songs to capture wide range of emotions. This process helped the company understand the songs that best capture feelings and emotions of today’s youth. Labels have been created in five languages including English, Hindi, Punjabi, Tamil, and Bengali. The campaign also introduces interactivity feature with the packaging that enables consumers to get access to custom playlist to suit their feelings and emotions.
Creative Team on the campaign
- Agency: McCann Worldgroup
- Creative team: Prasoon Joshi, Kapil Batra, Sameer Kumar and Jeet Kalra
- Account Management team: Nutan Sooda, Priyanka Walia and Richa Bhatia
- Production House: Rehab Films
- Director: Dibakar Banerjee
- Executive Producer: Siddharth Kelkar
About Coca-Cola India :Coca-Cola in India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Coca-Cola Zero, Diet Coke, Thums Up, Thums Up Charged, Thums Up Charged No Sugar, Fanta, Limca, Sprite, Sprite Zero, Maaza, VIO flavoured milk, Minute Maid range of juices, Minute Maid Smoothie and Minute Maid Vitingo, Georgia range of hot and cold tea and coffee options, Aquarius and Aquarius Glucocharge, Schweppes, SmartWater, Kinley and Bonaqua packaged drinking water and Kinley Club Soda. The Company along with its owned bottling operation and other bottling partners, through a strong network of over 2.6 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages. The Coca-Cola India system provides direct employment to 25,000 people and indirect employment to more than 150,000 people. The Coca-Cola system in India is contributing in its own small way to building sustainable communities through community initiatives like Support My School, VEER, Parivartan and Unnati and by reducing its own environmental footprint.
