Good & not so good

[ Cadbury Celebrations ]

The Catalystv Campaign: Saath khao khushiyan badhao

* Brand:Coca Cola

* Company: Coca-Cola India

* Agency: McCann Erickson

The Ad

The film shows different families bonding over at the dinner table and Coca-Cola quietly playing the role of a catalyst. The script is essentially based on an old idea that eating together bolsters familial ties. The ad captures moments of happiness and joy among family members who are seen cracking and sharing jokes and telling each other stories and sipping Coca-Cola alongside. In the background plays a score that captures the essence of togetherness.

Our Take

This particular campaign doesn’t really endorse Diwali but completely fits the mould of festivities and lives up to Coca-Cola’s larger proposition of ‘Open Happiness’. The basic premise of the ad is that happy moments are better spent together or vice versa, that being together adds to happiness. It is an extremely simple yet brilliant thought that captures the essence of festivities. Saath khao, khushiyan badhao again is a simple tagline in tune with the mood around Diwali when families get together and eating, drinking and making merry are the only things on one’s agenda. The most brilliant aspect of the ad, however, is the quiet presence of Coca-Cola on the dining table. It is just one of the characters that play their part in communicating the joy of togetherness and hence, drives an immediate connect.

[ VODAFONE ]

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