Coca Cola rings in the festive season with new campaign
13 Oct 2010
Coca-Cola India has launched a new campaign, 'Come Home on Deepawali.', to celebrate the festive season.
The campaign captures the festivity and mood during Deepawali, and pays tribute to today's youth who desire to remain close to their roots even as they step out in search of new opportunities. The 400-year-old Warli art forms lends the cultural flavour to the campaign.
The TVC campaign, conceptualised by McCann Erickson, shows a city boy longing to come home from the stark and desolate backdrop of a lonely mountainous terrain. When he opens Coca-Cola, hope surfaces almost magically for getting him back home for Deepawali.
"Brand Coca-Cola has always believed in celebrating togetherness and this is what we are trying to communicate through this campaign,'' said Prasoon Joshi, executive chairman, McCann Erickson Worldgroup India.
Animated warli characters symbolise the connection to our roots and stands for the positive paths created by Coca-Cola for the fulfillment of the journey.
"This project, in particular has given me immense happiness and satisfaction since it gives the Warli art form the credit that has been long overdue,'' said Warli artist Nitin Anand Dabholkar who designed the warli characters for the campaign.
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