MAM
Coca Cola launches new campaign
MUMBAI: Soft drink major Coca-Cola has announced its new summer campaign, ‘Bewajah Khushiyan Lutao, Coca-Cola Pilao’. Through this communication, the brand is looking to bring a twist to the “Crazy for Happiness” campaign by encouraging all to spread happiness with an ice cold bottle of Coca-Cola.
Coca-Cola has roped in actors from ‘Student of The Year’ Alia Bhatt, Varun Dhawan and Siddharth Malhotra. As an offer a Coca-Cola 200 ml glass bottle will be available at an invitational price of Rs.8/- 200 ml.
Coca-Cola India, South West Asia VP marketing Anupama Ahluwalia said, “Brand Coca-Cola has been at the forefront in making a cultural point of view that encourages optimism and positivity in our everyday lives. This summer, the ‘BewajahKhushiyanLutao, Coca-Cola Pilao’ campaign inspires everyone to spread and share happiness without any reason, through little gestures like sharing an ice cold bottle of Coca-Cola. We hope that the new Coca-Cola Campaign serves as the thought starter, the trigger which encourages people to undertake simple acts of kindness towards others.”
The TVC highlights the everyday situations where one can spread happiness just by undertaking simple gestures. The genuine and spontaneous moments of happiness experienced by the giver and receiver are the highlight of the ad. Coca-Cola opens Happiness by celebrating these moments in our everyday life where we can be crazy, buy a Coca-Cola and spread happiness to unknown people.
McCann World Group India CEO, chief creative officer Prasoon Joshi said, “Take one of the world’s most loved brands and team it with the young and vibrant stars of Bollywood, along with some peppy, foot tapping music. That’s how we made the latest Coca-Cola campaign. The whole idea of the campaign was to take the “Crazy for Happiness” theme to the individual level, with a call to action. The emotions of togetherness and celebration, energized by a bottle of Coca-Cola, are very real and identifiable, and we are sure that everyone will connect to this.”
Along with the mass-media campaign, Coca-Cola will also engage with consumers through a special on-ground activation in over 1000 towns across the country. Starting mid-April, 2013, more than 2 million consumers will experience the joy of sharing a Coca-Cola and spreading happiness. This mass consumer outreach is taking forward the Summer Campaign thought of “Bewajahkhushiyanlutao…Coca-Cola pilao”, where the brand will engage and excite consumers. This initiative is aimed at provoking spontaneous moments of happiness and genuine excitement amongst the consumers.
The campaign has been scripted by Prasoon Joshi and his creative team at McCann Erickson. The film has been directed by Sainath of Purple Vishnu Films with music by Amit Trivedi. In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, point of sale merchandise and on-ground initiatives across all key markets.
MAM
Air India Express partners Procam races, debuts Runner’s Passport
Airline ties up across races with 20 per cent flight discounts and travel perks.
MUMBAI: For runners chasing finish lines, the journey just got wings. Air India Express has joined hands with Procam International as the Official Airline Partner for all its races, kicking off with the TCS World 10K Bengaluru 2026. The partnership goes beyond race-day branding, focusing instead on the full runner experience from booking flights to crossing the finish line. At its core is a new ‘Runner’s Passport’ initiative, a travel-meets-fitness concept designed to turn each race into a collectible journey.
Participants will receive a specially designed passport at the event Expo, which doubles up as a season-long keepsake. Each completed race earns a unique stamp different for every distance with Bengaluru’s World 10K featuring a signature colour mark. Over time, the passport builds into a personalised record of runs, cities and milestones.
The airline is also offering up to 20 per cent discounts on flights under the “Run Bengaluru, Fly Xpress” proposition, tying travel directly into participation. On race day, runners will have access to baggage management services at the venue, removing a common logistical hurdle and allowing them to focus on performance.
The collaboration spans Procam’s marquee events across key running hubs including Bengaluru, Delhi, Kolkata and Mumbai cities that collectively draw participants from across India and overseas. The scale is significant, the Bengaluru race alone, a World Athletics Gold Label event, saw its Open 10K category sell out within seven days, underlining surging demand in India’s distance running circuit.
Operationally, Air India Express brings a wide network to the table, operating over 500 daily flights across 45 domestic and 17 international destinations with a fleet of more than 100 aircraft.
The tie-up reflects a growing trend in sports partnerships where brands are no longer just present at the finish line, but embedded across the entire journey. In this case, quite literally: from take-off to touchdown, and then to the final sprint.
