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Tag: Coca-Cola

  • Sprite calls youth to make their move with ‘Teen till I die’

    Sprite calls youth to make their move with ‘Teen till I die’

    MUMBAI: Building on its signature Chalo Apni Chaal idea, brand Sprite is inviting teens to unleash their talent and creativity on portals and social networks with the exciting “Teen Till I Die” initiative. 

    Spread across four genres – music, dance, art and standup comedy, the nationwide contest will be looking for the most experimental and entertaining performances to spread across the digital world.

    Speaking about the initiative, Coca-Cola India VP – marketing Anupama Ahluwalia said, “Teen till I Die” is an initiative launched for all teens to showcase their creative pursuits. Youngsters have this innate vision to see the world full of possibilities which makes them a powerhouse of creativity and gumption. Sprite has always urged teens to bring out this side of them – believe in themselves, have the inventiveness to rise up to challenges and beat all odds. With “Teen Till I Die”, we are opening up opportunities for teens to get noticed for their talent by some of the best in the industry. We have taken the campaign digital as this is the best way to connect with teens and reach out to them.”

    The best videos, chosen through popular vote, across popular media including Facebook, Youtube and Channel V will be prmoted by the Spirite team. The top five videos from each category will be judged by a panel of expert judges –Salim & Sulaiman for music, Vir Das for stand-Up, Terence Lewis for dance and  Daku for art.

    Started from 1 September, 2013 the “Teen Till I Die” initiative will make its way to over 250 colleges across 24 cities to facilitate participants in the process. The contest will end on 30 September, post which voting on the uploaded videos will begin.

    The procedure has been kept simple – the participant just has to shoot their teen video, log on to www.teentillidie.com, upload it and get ready for the showdown. The most popular videos each day will be announced as the ‘Chaal of the day’ and the winner will get to win cool merchandise (Fastrack bags, watches and sunglasses).

    The complete digital initiative has been conceptualized and will be executed on ground by Con ten Media. The publication and promotion on the social media will be managed by Web Chutney Studio Private Limited.

  • Kareena Kapoor continues to inspire consumers to increase their “Pyaas” with Limca

    MUMBAI: Limca has launched its new summer campaign with brand ambassador Kareena Kapoor who urges consumers to strive for bigger and better things in life, in the new communication that takes forward the idea of ‘Pyaas Badhao‘.

    Through this communication, Limca inspires consumers to challenge the status quo and aspire for more in its characteristic fresh and spontaneous manner.

    In this campaign, Kapoor continues to play the role of a friend and mentor to her co-protagonist. She provokes him in a light-hearted manner and pushes him to strive for more instead of simply accepting circumstances.

    Coca-Cola India vice president – Marketing Anupama Ahluwalia said, “This year‘s communication takes the idea “Pyaas Badhao” further and builds on the inspiring message while retaining the freshness and rejuvenation synonymous with Brand Limca. The messaging is simple – it motivates people to dream for more and put in the effort to realize their aspirations. Our focus is to stimulate the “go-getter” spirit in one and all. People should be encouraged by the TVC to “Pyaas Badhao”, which is aspire for more and work towards realising their dreams”

    The communication campaign has been conceptualised by Leo Burnett led by executive creative director Nitesh Tiwari.The campaign has been directed by Sainath Choudhary and produced by Vishnu Purple Films.

    In-addition to leveraging TV, the integrated communication initiative will also include radio, digital media and out-of-home in key Limca markets.

    Tiwari said, “This is a new round of communication based on the ‘Pyaas Badhao‘ (aspire for more) ideology and we are very excited about it. The ad extends Kareena‘s role of being a friend, guide and philosopher to her co-protagonist. This time we have added the elements of love and humour to the messaging, which gives it an impression of the ad being impactful yet funny. We are confident that the ad will motivate consumers to increase their aspirations from life and inspire them to work towards them.”

    The film opens on Kapoor sitting with a guy on a bench in a college. She notices a beautiful girl passing by and the guy looking lovingly at her. She teases the guy about his untold love for the girl, and the guy shyly brushes the feeling off. Kapoor then paints a picture in front of him and we get into a dream sequence. She is a part of the dream sequence along with the guy. The dream sequence shows a cunning looking guy whisking away the girl of the protagonist‘s dream. Then Kapoor motivates the guy and tells him, “Tum na thodi pyaas badhao…warna teri maina, koi kauwa uda le jaayega”, and offers him a bottle of Limca. The guy, after having consumed Limca, experiences a wave of freshness and is motivated to pursue the girl of his dreams.

  • Coca Cola launches new campaign

    MUMBAI: Soft drink major Coca-Cola has announced its new summer campaign, ‘Bewajah Khushiyan Lutao, Coca-Cola Pilao’. Through this communication, the brand is looking to bring a twist to the “Crazy for Happiness” campaign by encouraging all to spread happiness with an ice cold bottle of Coca-Cola.

    Coca-Cola has roped in actors from ‘Student of The Year’ Alia Bhatt, Varun Dhawan and Siddharth Malhotra. As an offer a Coca-Cola 200 ml glass bottle will be available at an invitational price of Rs.8/- 200 ml.

    Coca-Cola India, South West Asia VP marketing Anupama Ahluwalia said, “Brand Coca-Cola has been at the forefront in making a cultural point of view that encourages optimism and positivity in our everyday lives. This summer, the ‘BewajahKhushiyanLutao, Coca-Cola Pilao’ campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice cold bottle of Coca-Cola. We hope that the new Coca-Cola Campaign serves as the thought starter, the trigger which encourages people to undertake simple acts of kindness towards others.”

    The TVC highlights the everyday situations where one can spread happiness just by undertaking simple gestures. The genuine and spontaneous moments of happiness experienced by the giver and receiver are the highlight of the ad. Coca-Cola opens Happiness by celebrating these moments in our everyday life where we can be crazy, buy a Coca-Cola and spread happiness to unknown people.

    McCann World Group India CEO, chief creative officer Prasoon Joshi said, “Take one of the world’s most loved brands and team it with the young and vibrant stars of Bollywood, along with some peppy, foot tapping music. That’s how we made the latest Coca-Cola campaign. The whole idea of the campaign was to take the “Crazy for Happiness” theme to the individual level, with a call to action. The emotions of togetherness and celebration, energized by a bottle of Coca-Cola, are very real and identifiable, and we are sure that everyone will connect to this.”

    Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation in over 1000 towns across the country. Starting mid-April, 2013, more than 2 million consumers will experience the joy of sharing a Coca-Cola and spreading happiness. This mass consumer outreach is taking forward the Summer Campaign thought of “Bewajahkhushiyanlutao…Coca-Cola pilao”, where the brand will engage and excite consumers. This initiative is aimed at provoking spontaneous moments of happiness and genuine excitement amongst the consumers.

    The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been directed by Sainath of Purple Vishnu Films with music by Amit Trivedi. In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on-ground initiatives across all key markets.

  • Wunderman simplifies global structure

    MUMBAI: After more than a decade of growth, digital and CRM agency network Wunderman has undergone a restructuring for a new generation of marketers and their need for real-time consumer conversations.

    Chairman and CEO Daniel Morel said Wunderman‘s 20+ specialised agencies in social, mobile and data now fall into four divisions each with global reach: Brand Experience, Consumer Engagement, Data & Insights and World Health. This simpler, more transparent organisation makes it easier and more efficient for clients to access the expertise they need. Morel also revamped Wunderman’s global governance.

    Morel said, “Our mission is simple. Ensure our clients know what their competition doesn‘t, and act upon it quickly. Today, that means tapping into real-time consumer conversations and transactions and connecting them with every bit of data we have accumulated.”

    He added, “Lester Wunderman, our agency founder and chairman emeritus, was prescient in his advocacy for data-driven insights to be at the heart of our business. Today, very few companies can derive as much insight to craft locally relevant communication that can be leveraged globally. Now, we can more easily put the power of our collective agency expertise in branding, engagement, health care and data behind our clients‘ biggest marketing challenges.”

    The restructuring also includes significant changes in creative, regional operations, marketing and innovation and new business globally.

    On the creative front, Morel is on the hunt for a global creative officer to evangelize creative excellence and stir the agency‘s collective creative energy. The person selected to fill this newly instituted role will counsel clients across the board; help attract, develop and retain best-in-class talent; and be part of the Wunderman Executive Board.

    Morel, who deems creative as business critical said, “Creative is central to the Wunderman proposition. When fueled by the right data and insights, it is especially powerful and business results soar. We are looking for someone who can lead our global creative team to reach new heights.”

    In case of regional operations, Kass Sells has been promoted to president, Wunderman North America. He will report in to Morel. In this role, he will oversee operations throughout North America. Sells also retains his leadership role on Microsoft. As Seattle‘s managing director and global client lead for Team Microsoft, Sells was behind the consolidation of Microsoft’s global relationship marketing work with Wunderman as its single RM agency of record; he also expanded the Seattle operation into a full-service agency, serving multiple clients including T-Mobile USA. Sells joins the Wunderman Executive Board.

    Blast Radius founder Gurval Caer takes on the new role of Wunderman vice chairman, chief marketing officer, and becomes a member of the Wunderman Executive Board. He will be responsible for identifying and expanding business opportunities with our clients and creating a network-wide innovation strategy. This includes acquisitions, partnerships with media, content and technology platforms, and overseeing the development of the corresponding strategy to drive business growth for our clients. In this role, Caer will work closely with Morel.

    “As mobile and social technologies get faster and more sophisticated—and hence, deliver value far beyond what they do today—we need to help businesses understand how they can benefit by using them, which is a key element of the marketing challenge today,” Caer said.

    As chief client officer, Stewart Pearson is now responsible for the health and growth of Wunderman‘s new business roster. Pearson has been leading new business and client development initiatives and has organized winning teams for Microsoft, Nokia, Levi‘s, Coca-Cola and Best Buy. Pearson will work across the agency‘s global resources as well as with discipline experts to resource and orchestrate the capabilities that best serve the business needs of our prospective clients. Morel also named Pearson to the role of Wunderman vice chairman.

    Summing up the changes, Morel said, “Today clients expect more than a piece of communication. And for this next generation of ‘real-time‘ marketers, that means anticipating their needs with even greater speed and accuracy. Organizing this way creates a sleeker, smarter and solidified Wunderman client service model that delivers on that promise.”

    Wunderman Brand Experience

    Focused on brand experience and customer acquisition over digital channels, the Wunderman Brand Experience division provides e-tail environments, online content and mobile innovations, and search and real-time optimization that improve brand image and enhance consumer consideration. It comprises agencies owned or acquired over the past 10 years and many similar practices we built around the world.

    Sam Landers, who heads Designkitchen, has been promoted to president of the Wunderman Brand Experience division and joins the Wunderman Executive Board. Martin Conneen, the global client lead for Nokia, has been promoted to division COO. Landers‘ priorities are twofold: 1) create greater continuity and efficiencies across the units, and 2) seek ways to streamline new business and operations to align more closely with Wunderman‘s global resources. The result will be a more flexible and integrated global offering.

    “Wunderman‘s Brand Experience division, with its unprecedented reach and scale, addresses one of the most important business requirements today—connecting a new generation of digital consumers skeptical of traditional brand communication and fiercely independent in how they seek information and form opinions,” Landers said. “When powered by data, it creates true engagement, which is what advertising today is all about.”

    Wunderman Consumer Engagement

    The engine of consumer retention is the Wunderman Consumer Engagement division, which involves all things CRM at the global, regional and local levels. This includes “always on” social, mobile, loyalty, and both traditional and eCRM. When real-time consumer information is combined with behavioral and transactional data, campaign messages, offers, channels and timing can be customized and made more personal.

    “Wunderman‘s proprietary data ownership makes digital engagement a reality,” Morel explained. “And, if you use the Web to engage and build customer loyalty but neglect data as one of the essential elements in the process, you are wasting a lot of time and money.” The search for a president to head this division continues. In the interim, Morel will personally oversee its endeavors.

    Wunderman Data and Insights

    The Wunderman Data & Insights division, the hallmark of the agency since its inception, supports the entire organization. At its core are three elements: raw data; the integration and management of that data; and, insights derived through sophisticated data processing, analytics and interpretation.

    By owning, compiling, managing and mining data directly, clients benefit from a more robust “big data” solution that includes: proprietary data, analytics and optimization; data visualization, reporting and dash boarding; data integration; and data management, CRM and loyalty implementation.

    “When applied within our clients‘ own marketing and operational environments, data and insights improve and add relevance to creative, media, consumer and e-commerce solutions,” said Gary Laben, who, in addition to his role as CEO of KBM Group, will serve as president of the Wunderman Data & Insights division.

    Wunderman World Health

    Wunderman World Health is a specialist in driving customer engagement in Pharma, Consumer Health and Health Services. As health care companies seek to become more customer-centric, Wunderman World Health helps clients leverage capabilities in data, digital and CRM to create relevant content, services and tools that meet the industry’s new demands.

    “To build upon our success, we will aggregate our health care expertise around the world under the leadership of Becky Chidester, including our strongest groups, RTC and new resources within KBM Group. The result will enable us to share our expertise across divisions and apply learnings and best practices in a more flexible way.” Wunderman said. Chidester is president of Wunderman World Health and joins the Wunderman Executive Board.

    “The health care industry is calling for us to help them better connect with their patients, providers and payers. Wunderman World Health, with its infrastructure, scale, geography and expertise, is in the best position to deliver,” Chidester said.

  • CNBC teams up with Lotus F1 team

    MUMBAI: CNBC, the world‘s leading business and financial news network, has teamed up with Lotus F1 Team as its Official Business Media Partner.

    Throughout the 2013 Formula 1 season, this new agreement will allow Lotus F1 Team‘s partners to benefit from CNBC‘s unmatched reach of affluent and influential business leaders with commercial advertising campaigns airing on its international network. This new relationship builds on the team‘s recent partnerships with brands such as Microsoft, Unilever and The Coca-Cola Company.

    The partnership will see CNBC branding on the nose of the team‘s 2013 car, as well as on driver and pit crew overalls, team uniform, branding around the paddock and on marketing materials.

    “CNBC‘s partnership with Lotus F1 Team is extremely exciting. It‘s an innovative marketing solution which provides branding and commercial opportunities for both parties. The Formula 1 audience is complementary to our own influential and affluent viewer base around the world. We look forward to working with Lotus F1 Team and wish them success in the 2013 season,” said CNBC VP Marketing & Communications Charlotte Westgate.

    Lotus F1 Team Team Principal Eric Boullier said, “CNBC is a fantastic partner which highlights the growing importance of Lotus F1 Team as a vehicle for the business world. We are working with household brands such as Microsoft, Unilever and The Coca-Cola Company;brands whose actions are watched closely in the business world. Our partnership with CNBC brings us greater exposure in this environment and allows our business-to-business platform to flourish.”

  • Thumps UP kicks-off new ‘Toofani’ campaign with Salman Khan

    MUMBAI: Thums Up makes a ‘Toofani‘ start to the year with a new campaign featuring Salman Khan.

    An extension of the ‘Aaj Kuch Toofani Kartey Hain‘, the Thums Up campaign once again urges its consumers to push the boundaries, to pave their own path and to unleash their potential.

    The campaign shows Khan adding his style quotient as he takes a ‘toofani‘ route to get his Thums Up, turning a mundane situation of a store running out of his favourite Thums Up, into an exciting tale of adventure and thrill.

    Khan inspires gut and gumption by taking complete control of the situation to get what he needs, undertaking a series of ‘toofani‘ acts to get his Thums Up.

    Mahesh Babu features in the south version of the campaign.

    Coca-Cola India VP marketing Anupama Ahluwalia said, “Thums Up has continued to be culturally relevant in India through the evolving expressions of masculinity. We believe masculinity today is the drive to find ones calling, to take the leap of faith and Thums Up is the iconic symbol that embodies the strength required to unleash the potential within. Through the latest campaign, Thums Up is aiming to make a cultural shift of acceptance that the hero is not divine anymore, but that it is there in all of us, it‘s just a matter of finding it, hence the Clarion Call “Aaj Kuch Toofani Kartey Hain”.

    Conceptualised by Leo Burnett, the TVC has been created by Leo Burnett chief creative officer India subcontinent KV Sridhar and Director Leo Burnet ECD Sainath Saraban.

    The TVC has been directed by Ravi Udyawar under the RU Films production banner. Meanwhile, the music has been composed by Ram Sampath (of Omgrown Music) to bring to life Amitabh Bhattacharya‘s toofani lyrics.

    The campaign will be amplified through a 360 degree integrated communication plan. Thums Up has a robust digital plan to leverage the campaign. This includes digital and social media platforms for targeted genres: Social, Video on Demand (VOD), Search, Travel, Games,Reach portals and Mobile.

    Sridhar said, “Thums Up campaigns are about adventure, dare-devil attitude and the ability to push beyond one‘s limits. The new campaign embodies these values, and having someone like Salman whose sheer screen presence is so dynamic really added to the experience. To find a script befitting Salman and Thums up and translating that on screen was both challenging and exciting. The end result is something we are all proud of and we hope the viewers enjoy watching the campaign as much as we did making it.”

  • Y&R acquires majority stake in Turkish creative digital agency C-Section

    MUMBAI: WPP‘s wholly-owned operating company Y&R, the global marketing communications network, has acquired a majority stake in the creative digital advertising agency based in Istanbul, Turkey CS Reklam Hizmetleri Sanayi Ve Ticaret A.?ž. (trading as “C-Section”).

    Founded in 2004, C-Section specialises in creating microsites, apps, digital campaigns and video production/virals for the Turkish market.

    The agency employs approximately 40 people and clients include Coca-Cola, Vodafone, and TEB BNP Paribas.

    C-Section‘s unaudited revenues for the year ended 31 December 2012 were TRY 7.5 million, with gross assets as at the same date of TRY 3 million.

    The agency will retain its distinct independent identity and will not be merged with Y&R Istanbul.

  • Publicis strengthens digital with capabilities merger of LBi and Digitas

    MUMBAI: France-based media communications agency network Publicis Groupe will be merging the newly acquired digital agency LBi with its existing digital network Digitas. The merger is an effort towards forming a fully integrated global digital agency network, with digital marketing and technology capabilities at the core.

    The new network will be named DigitasLBi and be led by LBi chief executive Luke Taylor, who has been appointed DigitasLBi global CEO. He will report directly to Publicis Groupe Digital Technology Division CEO Bob Lord. Colin Kinsella will continue in his role as Digitas North America chief executive while Ewen Sturgeon remains LBi, Europe, Middle East and Asia chief executive.

    Along with sister Publicis Groupe digital brands Razorfish and Rosetta, DigitasLBi cements Publicis Groupe‘s ambitions in the area of digital for its clients and the future of the communications sector. Publicis Groupe‘s share of revenue derived from digital operations is now over 35 per cent, enhancing its ability to deliver innovative and best-in-class services to clients.

    DigitasLBi will be a complete digital agency network leveraging the longstanding dominance of Digitas in the USA – where it is the largest digital agency – with LBi‘s strong position in Europe and the leading position enjoyed by both agencies in Asia Pacific. DigitasLBi will comprise 5,700 best-in-class digital and technology experts in 25 countries around the world. DigitasLBi clients include American Express, Coca-Cola, Delta, eBay, L‘Oréal, Johnson & Johnson, Mondelez P&G, Nissan, Sprint and Starbucks.

    Digitas and LBi share strong grounding in digital, including data, direct, social, search and platform delivery. Pooling these skill sets, DigitasLBi‘s service offering will provide clients with unique depth and breadth of expertise across a wide range of digital disciplines, including strategy and analytics, performance marketing, service design, e-commerce, brand strategy, content development, mobile, market research, CRM, search and social media.

    The new digital network‘s “end-to-end” proprietary technology suite will include LBi‘s Audience Engagement Platform as well as Digitas‘ CRM365 Intelligence Platform and award-winning BrandLIVE. The combination of these technologies and surrounding services will allow DigitasLBi to form a uniquely perceptive view of the customer and distribute creative content efficiently across earned, owned and paid media channels, driving marketing effectiveness and delivering better value to brands.

    Publicis Groupe Chairman and CEO Maurice Lévy said, “Advertisers need a truly integrated and global digital network that can anticipate trends, forecast the ‘next‘, while constantly innovating in our ever-changing world. The combination of Digitas and LBi will create the world‘s leading concentration of digital skills and competencies in the world, capable of delivering solutions to all clients, everywhere. The formation of DigitasLBi is an essential landmark. It will certainly be the most competitive, attractive network in the market for both clients and talent.”

    A team of senior LBi, Digitas and Publicis Groupe executives will oversee the merger process under the leadership of Digitas and Razorfish International CEO Stephan Beringer, ensuring flawless delivery of the newly enhanced service offering to clients in every geography.

    Lord said, “One of the key strategic tenets of the combined DigitasLBi offering is the scalable, flexible technology and product suite that will help meet the full spectrum of marketer needs from audience engagement, to sense-and-respond content development and publishing, to real-time relationship marketing. This is an exciting union between two powerful brands, with complementary strengths in product and service that will redefine the role of an agency.”

    Taylor said, “DigitasLBi represents for the first time that insight, content and distribution has been brought together in one agency, providing clients with a truly integrated, best-in-class, global offering.”

    The creation of DigitasLBi will not affect MRY, which will remain a standalone entity under the leadership of founder and Chief Executive Matt Britton. With an enhanced headcount and service offering, MRY will continue to operate as an integrated agency with a social center of gravity.

  • Nokia remains the most trusted for third consecutive year

    MUMBAI: Nokia, Samsung and Sony have emerged as India‘s three most trusted brands, according to The Brand Trust Report, India Study 2013.

    Nokia leads for the third consecutive year, while Samsung and Sony have both moved up two ranks from last year to occupy the second and third slots.

    BMW has climb twenty ranks to become India‘s fourth most trusted brand, as per the Brand Trust Report while Tata slips three positions as India‘s fifth most trusted brand after being in second slot in the previous two years.

    Godrej is India‘s sixth most trusted brand and has moved up five ranks from last year and Reliance ranks seventh having gained three positions over 2012.

    Meanwhile, Bajaj slips to eighth rank moving one down from the previous year, Airtel maintains its position at ninth and LG is India‘s tenth Most Trusted brand, losing seven ranks from last year.

    The Brand Trust Report, India Study 2013 is the third in its series and this year the report lists India‘s 1100 Most Trusted Brands from 211 categories.

    The report is a result of a primary research based on 61 attributes called the Brand Trust Matrix. The research conducted among 2505 influencer-respondents from 16 cities, generated more than 3 million data points from 13000 hours of research, the company said in a statement.

    Trust Research Advisory CEO N. Chandramouli said, “Brand Trust has become an universal and vital proxy for all the different experiences that a brand generates, making it possible for brands to accurately allocate resources and measure results.”

    After being ranked second in the aerated Soft Drinks Category for two years in a row, Coca-Cola has taken the first position, albeit with only a 2 per cent lead over the second ranked Pepsi.

    Nano is the most trusted car brand and among consumer products category. Meanwhile, Tide has overtaken Surf Excel as the most trusted detergent brand while Nirma surges ahead of Hindustan Unilever as the latter slips significantly.

    HCC is India‘s Most Trusted Infrastructure brand, DLF leads in Real Estate and, in education, IIT is more trusted than Oxford University and IIM. In F&B, Parle-G is the Most Trusted biscuit brand and Cadbury‘s Dairy Milk ranks highest among Chocolate Bars in which seven brands are listed.

    World Health Organisation (WHO) leads in trust among Global Bodies followed by YMCA, UNICEF and Red Cross. Dabur, the Ayurveda leader, also leads the Healthcare Super Category of 36 brands. The mosquito repellent, All Out, has been a leader three consecutive years and has lead of 120 per cent over the next ranked, Good Knight.

    The category of Internet has 25 brands this year and though Google leads Facebook this year also, it is only by a miniscule 3 per cent margin.

    Anna Hazare is the Most Trusted Personality in India. In the same list, Aamir Khan ranks second (up from his fifth rank last year) and Salman Khan slips to third, within a small 2 per cent gap of each other.

    Salman Khan‘s NGO Being Human maintains its rank as the Most Trusted NGO in India.

    Most brands in the Technology Category have gained trust ranks this year with Apple being listed as the Most Trusted Technology brand.

    Indigo Airlines is this year‘s Most Trusted Airline as Air India slips to second position.

  • Coca-Cola rolls out ‘Crazy for Happiness’ campaign

    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.