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Tag: Coca-Cola

  • Havas acquires Boondoggle to fortify digital pesence in Europe

    MUMBAI: France-based communications network Havas announced today the acquisition of a majority stake in Boondoggle – a fully integrated digital agency in the customs union of Benelux.

    With this Havas hopes to strengthen its digital lead in Europe and its position in the Benelux region and become one of the top three agencies.

    Boondoggle will continue to operate under its current name and keep its current offices in Belgium and the Netherlands. The Boondoggle management team remains unchanged and continues to own a minority stake in the agency.

    The agency was founded in 2000, but took the name Boondoggle only in 2007. Today it employs more than 120 digital and creative experts in its offices in Amsterdam and Leuven.

    The agency offers fully integrated solutions to its list of clients which include the likes of Coca-Cola, Nike, Heinz Europe, Iglo Europe, Belgacom, Thomas Cook, Tiense Suiker, Belfius, Kinepolis, Delhaize and Rabobank International Direct Banking.

    Havas Global CEO David Jones said, “Boondoggle is a brilliant agency which combines first-class digital expertise with award-winning creative talent making it totally in line with our “digital at the core” model. They are not just one of the best agencies in Benelux, the work they are doing across digital, social and data is as good as anything I‘ve seen anywhere in the world. We‘re very excited to have them join the group and look forward to delivering their expertise and ideas to our clients.”

    Boondoggle CEO Pieter Goiris added, “Joining one of the leading and most innovative international communications services group was the next and logical step for Boondoggle to achieve our ambitions for the years to come. David Jones‘ “digital at the core” vision for Havas is something we really share and believe in, and it will help us to further accelerate Boondoggle‘s business in a more international context.”

  • Doordarshan to independently handle Coke Studio marketing

    NEW DELHI: The public broadcaster will handle the marketing of Coke Studio, which launched today on Doordarshan at 8.30 pm band, even as Coca Cola will pay for its branding.

    Doordarshan is going to air the eight-episodic second season of Coke Studio from 8.30 pm every Saturday, while MTV is airing the same episodes at 7-8 pm band.

    Doordarshan director-general Tripurari Sharan said that there is no arrangement of any sharing of revenues from the marketing of the series. He said the aim of the telecast on the national broadcaster is to make it accessible to a larger audience, particularly those who do not have access to private satellite channels since DD is the only channel available terrestrially.

    Coca Cola VP public affairs and communications – India and Southeast Asia Deepak Jolly told Indiantelevision.com that Coke Studio had commenced in Brazil and later come to Pakistan before MTV started an Indian series. He said that in Pakistan, Coke Studio is being telecast by thirty channels. The series was also being telecast in Dubai.

    Answering a question, he said that the first season of Coke Studio had only one producer while the second season has twelve producers.

    Meanwhile, All India Radio sources told Indiantelevision.com that Coke Studio was also expected to be broadcast on AIR, but details had still to be worked out about the channels and the timing.

    A total of eight episodes will be telecast, with 12 producers and 200 artistes in an attempt to focus on showcasing diversity and innovation.

    As a concept, Coke Studio is a confluence of a diverse number of music genres, both vocal and instrumental, from traditional eastern, to modern western and from regional to folk. It embodies a musical fusion of exciting elements and diverse influences. Bringing alive the magic of live recordings and performances.

    The attempt is to bring alive a magical experience for music lovers by dwelling on pure Innovation to offer a musical concoction never heard before.

    Some of the music composers being featured are: Amit Trivedi, Nitin Sawhney, Karsh Kale, Clinton Cerejo, Shantanu Moitra, Ehsaan and Loy, and Hitesh Sonik.

    Renowned and independent singers who will feature in the show include Usha Uthup, Kaushiki Chakrabarty, Swanand Kirkire, Harshadeep Kaur, Noora Sisters, Shilpa Rao, Jalebee Cartel, Nitin Sawhney, Hari and Sukhmani, Papon, Dhruv Sangari, La Pongal, Agam, Saawan Khan Mangniyar, Mame Khan, Piyush Mishra and Shankar Tucker.

  • Coca-Cola launches ad campaign with Sachin Tendulkar

    MUMBAI: Beverage conglomerate Coca-Cola has launched its latest communication campaign, ‘Cricket ki Khushi’, with its brand ambassador Sachin Tendulkar.

    Conceptualised by Lowe Lintas chairman and chief creative officer R Balki and his creative team, the new advertisement is produced by Amit Sharma from Chrome Pictures. It showcases cricket as a source of immense happiness transcending all boundaries, just like enjoying a bottle of Coca-Cola.

    In the new campaign Tendulkar urges people to keep playing, be happy and enjoy Coca-Cola.

    Coca-Cola India and South West Asia vice president – marketing Anupama Ahluwalia said, “Cricket makes India happy and Coca-Cola is celebrating this happiness. The campaign taps into the simple pleasures that this game offers, to tell this story of happiness. With this new campaign, Coca-Cola celebrates the passion and joy experienced by all of us through the game of cricket.”

    Balki added, “Cricket is this country‘s true happiness. The weather…the playground…the national team‘s performance…nothing can stop millions of people playing and experiencing the joy of this game and Coca-Cola celebrates this true happiness of the land with the Cricket Ki Khushi Campaign”.

    The communication will be integrated with a range of initiatives including out-of-home (OOH) media, radio, internet, in store and on- the- ground activation across all key markets of Coca-Cola.

  • Kareena Kapoor is new Limca brand ambassador

    MUMBAI: Lemon flavoured carbonated soft drink brand from Coca-Cola Company, Limca, has roped in Kareena Kapoor to endorse the summer 2012 ad campaign – ‘Pyaas Badhao‘. Leo Burnett is responsible for the creatives of the ad campaign.

    The idea for the new campaign comes from the fact that we generally get very complacent and satisfied with what we have achieved in life, be it big or small. Through the latest communication, Limca inspires its consumers to push themselves, get even more ‘thirsty‘ in whatever they do, and emerge as winners.

    Coca-Cola India and South West Asia VP – marketing Anupama Ahluwalia said, “Limca as a brand stands for great thirst-quenching and rejuvenation. Our new campaign for 2012, ‘Pyaas Badhao‘, takes it to the next level – first increase your thirst and then quench it with Limca. We have explored a more meaningful take on ‘freshness‘ this time, going beyond instant satiation to a life changing, inspiring force.”

    “Kareena Kapoor joins the brand as the new ambassador in propagating this message to its consumers. She symbolises this fresh, inspiring, spontaneous energy and we feel she brings out our brand ethos perfectly and being an achiever in her own right, she carries our new message with immense credibility. We hope consumers love our new TVC and are challenged to push themselves further,‘‘ he added.

    Directed by Nikhil Rao, the campaign has been produced by Jamic Films. The integrated communication initiative will also include out-of-home, radio, digital media and on-ground events in key Limca markets.

    Leo Burnett ECD Mumbai Nitesh Tiwari said, “Campaigns for Limca are always about thirst-quenching, freshness and rejuvenation, which reflect the brand‘s persona. The new ‘Pyaas Badhaao‘ campaign with Kareena explores a different level altogether, moving towards an image of meaningful stimulation. This was our first campaign for Coca-Cola after we won the account and we were really kicked about making this a success. We wanted to challenge consumers to keep pushing the boundary, to constantly increase their thirst for success, reflected in the ‘Pyaas Badhaao‘ tagline.”

  • Brands should have liquid approach: Mildenhall

    VARCA, GOA: Marketers should keep the content flowing in order to hold the consumers captive for long. At Goafest 2012, Coca-Cola VP – global advertising strategy and creative excellence Jonathan Mildenhall shared his views on the need of ‘liquid approach‘ in today‘s advertising.

    The man who is responsible for leading global creative vision and strategy for Coca-Cola‘s portfolio of global brands talked his company‘s drive from creative to content excellence. “The purpose of content excellence is to create ideas that are so contagious that they cannot be controlled. We call this ‘Liquid‘, and these ideas are so relevant to our business objectives, our brands and consumer interests that we call them linked. We tell stories, provoke conversations and earn disproportionate share of popular culture.”

    According to Mildenhall, smart conversations lead to popular culture. “The conversation model that we have developed begins with brand stories. These brand stories create liquid and linked ideas. These ideas further provoke conversations. We then need to act and react to these conversation 365 days a year.”

    He said that Coca-Cola is committed to radical creative development. “There are key drivers to change – we need to double the size of our business and observe distribution of creativity. Consumer generated stories outnumber Coca- Cola Company generated stories on most of our brands. We need to fuel both these truths. The third key driver is distribution of technology. We now have greater connectivity and consumer empowerment than ever before. One can leverage consumer behaviour with Facebook, develop deeper emotional connect with her. What advertisers are looking for is bigger, liquid ideas that will drive popular culture.”

    Technology can enable brilliant creativity. It can “generate ideas where we cannot separate the message from the technology. One should integrate technologists in the core creative team. We must develop direct relationships with the technology companies.”

    Mildenhall also stressed on the need for marketers to focus on the evolution of storytelling. “We need to move from one-way to dynamic storytelling. Dynamic storytelling is the development of incremental elements of brand idea that get dispersed systematically across multiple channels of conversation for the purpose of creating a unified and co-coordinated brand experience. The five types of this storytelling are – serial, multi-faceted, spreadable, immersion and discover and engagement storytelling.”

    Content creation is an opportunity to connect with the consumers at every contact point and tell an emotional story. “The story should be able to connect to the consumer; it should be able to create a space in the consumer‘s heart. The brand story should be remembered by all; storytelling must show a commitment to making the world a better place. Our powerful position in the world affords us to bring significant positive change in the world.” he averred.

    He also said that the role of content excellence is to behave like a ruthless editor. Otherwise, one will risk creating noise.

    He talked about applying the 70/20/10 investment principle for liquid content. In the entire marketing budget, 70 per cent is allocated to low-risk media options such as television, OOH, print and radio, 20 per cent is allocated to online while 10 per cent is invested in high-risk media properties, Mildenhall said.

  • Coca-Cola to introduce the ‘hug machine’ campaign across Asia

    Coca-Cola to introduce the ‘hug machine’ campaign across Asia

    MUMBAI: Riding high on the popularity of its ‘Coca Cola Hug Machine’ experiment in Singapore the Coca-Cola Company has decided to launch the campaign across Asia. Ogilvy & Mather will join Coca -Cola in this endeavour.

    The regional initiative, which is part of Coca-Cola Company’s global marketing campaign ‘Open Happiness’, started from Singapore where people were surprised to see a regular-looking Coca-Cola vending machine, with the words ‘hug me’ in large letters on the front. Those bold enough to embrace the machine were rewarded with cans of ice-cold Coca-Cola and left with huge smiles on their faces.

    A global creative campaign launched in 2009, Open Happiness invites people around the world to bring positivity, optimism and fun into their lives. At the core of the campaign the message is for consumers to open a Coke and share a little happiness.

    The Coca-Cola Company ASEAN IMC director Leonardo O’Grady said, “Happiness is contagious. The Coca-Cola Hug Machine is a simple idea to spread some happiness. Our strategy is to deliver doses of happiness in an unexpected, innovative way to engage not only the people present, but the audience at large. Whether you were hugging the machine or experiencing the event online, our goal was the same – to put a smile on your face and share that emotional connection. Reactions were amazing… people really had fun with it and at one point we had four to five people hugging the machine at the same time as well as each other! In fact, there was a long line of people looking to give hugs – it was really heartwarming.”

    Ogilvy & Mather Asia Pacific regional business director Louise Kuegler said, “We’re excited to work with The Coca-Cola Company in delivering what is really a very simple idea. All you need to do is give the Coca-Cola Hug Machine a hug and it will love you back, by giving you a free Coke. Something simple and engaging, that lifts people’s spirits and brings a smile to their face.”

  • Lowe on Coke roster, to handle summer campaign

    Lowe on Coke roster, to handle summer campaign

    MUMBAI: Coca-Cola has added Lowe Lintas to the roster for its flagship brand Coke. The other two agencies already on the panel are McCann Erickson and Weiden + Kennedy.

    Confirming the news to indiantelevision.com a senior spokesperson from Coca-cola said, “We have added Lowe Lintas to the roster for Coke. We called for ideas from our portfolio agencies and decide that Lowe Lintas will be handling the summer campaign for the brand this year.”

    McCann has been on board the roster in India for 11 years while Weiden + Kennedy is on the brand‘s global roster.

  • Times Internet ropes in sponsors for IPL 5.0

    Times Internet ropes in sponsors for IPL 5.0

    NEW DELHI: Times Group‘s digital arm Times Internet, which has the new media rights for IPL till 2014, has has roped in Coca-Cola, Samsung and Maruti as premium sponsors while Kotak Mahindra Bank, Hero Honda, Citi Bank, E Bay, and Karbonn Mobiles and Hindustan Unilever have come on board as associate sponsors.

    According to Times Internet CEO Rishi Khiani while premium sponsors have paid between Rs 35 to Rs 50 million, the associate sponsors have forked out between Rs 15 to Rs 30 million.

    Times Internet has also tied up with All India Radio to get audio commentary for the IPL matches. AIR will sell the ad spots. The website has offered to share revenues equally with the government‘s radio channel in the tie-up, the details of which would be worked out by before IPL begins.

    Times Internet has designed a multi-faceted interactive site on Indiatimes.com for the upcoming IPL season.

    A number of new features has been introduced this year, including active scorecards, high-definition streaming of IPL matches, DVR features (to rewind during a match), and video-on-demand facility.

    The company has also tied up with Google to provide match streaming on YouTube besides tying in IPL teams as digital partner.

    It will have high-definition streaming of the matches, which will adapt to slow data speeds and bandwidth availability and offer buffer-free viewing. It has also created applications for Android, iPhone and iPad.

    The new live streaming feature will allow fans to go back on the time-line and watch any part of the match that they may have missed. The new video-on-demand feature has match highlights such as fours, sixes and face-offs between players.

  • Goafest firms up list of speakers

    Goafest firms up list of speakers

    MUMBAI: The Goafest Committee has announced the first list of internationally acclaimed speakers for the event.

    The speakers are: The Coca-Cola Company VP- global advertising strategy and content excellence Jonathan Mildenhall; Publicis Groupe SA COO and member of management board Jean Yves Naouri; Omnicom Group vice chairman Tim Love; ZenithOptimedia CEO Steve King; and Intel Corporation Apac director- strategy, media and integrated marketing Jayant Murty.

    The advertising Conclave will be held on 19 April, which will be followed by two days of Goafest on 20-21April.

    Goafest 2012 chairman Arvind Sharma said, “We have lined up a great festival and a fabulous line up of speakers for the Conclave as well as the seminars. The list of speakers addressing the Conclave have the width of vision and experience to make us think about ‘Ideas for impacting the full circle’- the theme of the Conclave. We will announce the seminar speaker names soon. I am certain that these speakers will present to delegates a rich future-facing perspective.”

    Another aspect Sharma touched upon was the Marketing Wizards initiative in association with the Indian Society of Advertisers (ISA). Each member of the ISA can nominate up to two rising stars from their marketing teams under the age of 30 years to Goafest 2012.

    “This year we are focusing on getting more clients to be a part of Goafest. Marketing Wizards was created as an initiative to drive young advertisers’ participation. I must share that our efforts in getting more clients participation through the Marketing Wizards initiative are delivering rich dividends. We have received a good response from young clients. Many seats have been filled and we are expecting the remaining seats to be filled in soon,” Sharma added.

    Goafest 2012 is being organised by Advertising Agencies Association of India (AAAI) and Ad Club Bombay in partnership for the fifth year.

    Over the years, specialist areas like OOH and ambient, design, digital and mobile advertising, direct, and integrated advertising have been growing in importance. In recognition of this phenomenon, in 2012, Abbies at Goafest will have provision for Grand Prix in all the nine verticals- the Grand Prix is being introduced in media awards as well.

  • Fanta launches new campaign created by O&M

    Fanta launches new campaign created by O&M

    MUMBAI: Fruit-flavored carbonated soft drink from the Coca-Cola Company, Fanta, has unveiled its new campaign, ‘Taste that makes you jump‘.

    The campaign has been conceptualised by Ogilvy & Mather.

    Taking its ‘Zyada Fanta, Zyada Masti‘ campaign to the next level, the new 360-degree initiative christened, ‘Taste that makes you jump‘ is in line with the core brand image of Fanta – reminding consumers about its “great orangey, bubbly taste”.

    The new campaign will reach out to youth through television ads, outdoor, radio, activation and social media.

    Coca-Cola India and South West Asia VP-marketing Anupama Ahluwalia said, “Brand Fanta is known for its distinct playful imagery and its great ‘Orange‘ taste. Through the latest integrated marketing campaign, Fanta aims at inviting everyone to increase ‘Play‘ in their life. The communication also reminds the consumers to enjoy the magic of its delicious taste. Fanta has a unique place in the minds of consumers and through the launch of this campaign, we aim to further strengthen this connect.”

    As a part of on-ground activation, Fanta will also engage with consumers at select locations in 42 cities across 10 States (Maharashtra, Punjab, Haryana, Orissa, Chhattisgarh, Assam, West Bengal, Rajasthan, Uttar Pradesh and Bihar). Fanta will be extending its new brand thought through a special experiential sampling initiative. As part of this initiative, consumers will get a taste of Fanta experience through interactive games.