Campaign:
Coca-Cola pilao, mehmano ko kareeb lao
Brand:
Coca-Cola
Company:
Coca-Cola India
Agency:
McCann Worldgroup
The Ad
The new campaign sees Alia Bhatt reprise her role as the newlywed bride. She finds herself in uncharted territory when her husband’s aunt and family drop in unannounced. She tries to be an ideal Indian daughter-in-law by doing everything she can to live up to their expectations. A happy coincidence introduces Coca-Cola into the mix and completely changes the complexion of the situation.
Our Take
The last Coca-Cola campaign portrayed actors Alia Bhatt and Siddharth Malhotra getting hitched. Taking the story forward, Coca-Cola India has launched its new campaign with Alia Bhatt, who has to entertain Siddharth’s extended family who have suddenly dropped by unannounced. It is no secret that no one likes guests who come by without prior intimation, especially when they comprise family from the other side of the marital union!
However, through the latest campaign, the brand seems to want to convey the idea that no matter what our diverse tastes and preferences, the one thing that binds everyone together is their love for Coca-Cola. It aims to celebrate light, spontaneous and uninhibited moments with family and friends.
The festive season is underway and with numerous social gatherings — planned or unplanned — on the cards, Coca-Cola has now once again assumed the role of the perfect icebreaker, paving the way for fun moments and bringing everyone closer.
Talking about the new campaign, Debabrata Mukherjee, VP – marketing & commercial, Coca-Cola India, says, “Festivals in India are all about moments of celebration anchored on the excitement of bonding and togetherness with loved ones. However, meeting friends and family are no longer lighthearted and spontaneous, as they act under the burden of formality. This takes away the unbridled joy of relaxed conversations. Keeping this in mind, our new campaign, ‘Coca-Cola pilao, mehmano ko kareeb lao’, amplifies the need for such spontaneous acts of togetherness.”
The campaign conveys this message via a story around a newlywed bride, who is akin to the girl next door and how Coca-Cola becomes the catalyst in bringing her closer to the guests as they meet up over conversations and a refreshing Coke.
Though the campaign takes the story forward from the previous ad, the storyline pales in comparison to its last campaign. The script isn’t as half as ‘refreshing’ as the
drink itself, but Bhatt saves the day with her modern day ‘new bride’ portrayal. No one can doubt Lillete Dubey’s acting skills as she plays the role of the bua or paternal aunt.
Launched during the festive season, the TVC deserves credit for not showing people dressed in heavy Indian attire. This kind of a getup and a modern day home setting can be a point for connection for audiences in the cities. As times are changing we see that social interactions are becoming more informal and the TVC brings that out.
Barring Bhatt and Dubey’s presence which deserve a mention, the TVC, which is directed by Pushpendra Misra of Flying Saucer, fails to stand out in the sea of numerous campaigns trying to bring the family together.