1. Coca-Cola’s summer TVC: Deepika Padukone’s routine is uplifting

Coca-Cola’s summer TVC: Deepika Padukone’s routine is uplifting

Coca-Cola's summer TVC, Elevator (#LiftTheFeeling), features Deepika Padukone and aims to refresh the consumer’s memory about what their go-to drink this season could be

By: | Updated: May 9, 2017 10:20 AM
The staffer, a fan of the actress, brings out two bottles of Coca-Cola from a trolley he has, a drink each for himself and the actress.

The Ad

The ad shows Deepika Padukone making her way past media and her fans at a hotel lobby, and into an elevator shared by a hotel staffer. The lift breaks down, leaving both of them stranded in the heat. The staffer, a fan of the actress, brings out two bottles of Coca-Cola from a trolley he has, a drink each for himself and the actress. Until they both are eventually rescued from the lift, the duo is seen having a fun time goofing off and dancing to music from Padukone’s phone.

Target Audience

Over 12 years, pan-India

Business Objective

Essentially a summer campaign, the objective is to have top of mind recall through the summer season.

The Appeal
• Functional
• Emotional
• Sensorial

An in-the-news star presence coupled with peppy music brings you in to watch the film.

Competitive Edge

Going by the fact that at least thus far, there haven’t been too many aerated drinks players to bring out a campaign specifically for the summer season, Coca-Cola seems to have a headstart.

Tone of Voice
Light-hearted

Verdict

Elevator under the Taste The Feeling positioning features brand endorser Deepika Padukone. The film is the localised version of the global Elevator campaign launched earlier this year, which featured DJ David Guetta. The launch of the ad was preceded by teasers until the complete TVC was launched on the actress’ Facebook page.
The film depicts the product as an ice breaker in an unusual situation between two characters.

With an intent of putting the product in context of the buying season, the film does attract attention. The fun and goofy tone adds to its appeal. With an increase in consumers’ demand for health drinks, a popular public icon endorsing an aerated drink still seems to rub a section of consumers the wrong way. The actress and the brand received flak for it. If you look at the film as a standalone, it seems to have all the right ingredients — a celebrity presence, fun track, accurate product presentation, and shareability. But it does not seem like the kind of campaign that stands out in the brand’s communication history.

The brand’s communication in the Indian market is localised in terms of casting or music (not the creative idea), which is a far cry from the Coca-Cola we’ve known that used to bring out ideas that were unique to the Indian market. Maybe that’s not something the brand is looking to attain anyway. It would explain localising a global ad for the summer instead of creating one specifically for the market — a formula that the brand has been sticking to for a while now.

Agency: McCann Worldgroup India
Brand: Coca-Cola
Campaign: Elevator
Production House: Chrome Pictures

Rating: 5/10

@shinminbali

Shinmin.Bali@expressindia.com

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