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.
AD Agencies
Omnicom Advertising Asia assembles new regional leadership team
The group is betting that a blend of creative talent, cultural intelligence and AI-driven data can help brands stay relevant in the world’s most complex marketing region.
Asia has long been the market that humbles the overconfident. Omnicom Advertising Asia is determined not to be among them.
The group announced on Monday the formation of a new regional leadership team of six senior executives, reporting to Sean Donovan, president of OA Asia. The structure is designed to help brands navigate a fragmented, fast-moving consumer landscape and build what Donovan calls “long-term cultural relevance” — the kind that survives a news cycle, a platform shift and an algorithm update.
The team
The six appointments span creativity, innovation, strategy, intelligence, business development and marketing, covering the full arc from brand idea to commercial outcome.
Peter Khoury takes on the role of chief creative officer for OA Asia, Melissa Daniels becomes chief innovation officer, and Emmanuel Sabbagh steps up as chief strategy officer. All three take on expanded regional responsibilities while retaining their leadership positions at TBWA\Singapore.
Andreas Krasser broadens his remit to chief client partner for OA Asia, continuing simultaneously as chief executive of OA Hong Kong. Ellie Brocklehurst joins as chief growth and marketing officer, drawing on her previous stint as chief marketing officer for Asia at TBWA. Rounding out the team is S. Subramanyeswar, known in the industry as Subbu, who was appointed chief knowledge officer for OA Asia alongside his role as chief strategy officer of OA India, a position that followed the close of Omnicom’s acquisition of IPG.The pitch
The team will work in close collaboration with leadership across TBWA, McCann and BBDO throughout the OA Asia network, with a brief to cut through the noise of today’s consumer landscape and deliver creative solutions that, in the group’s framing, prove short-term performance while building long-term brand health.
Underpinning the new structure is OMNI, Omnicom’s AI-driven marketing intelligence platform. The platform draws cultural intelligence from across the group’s agency brands, with the stated aim of ensuring that data is not merely accurate but grounded in context — reflecting how people actually think, feel and behave, rather than how a spreadsheet might prefer them to.
Donovan frames the proposition in straightforward terms. “Asia is one of the most complex regions for marketers, but the opportunity here is immense,” he says. “We’ve built a team that simplifies the landscape, combining top talent with an Asia-first, future-focused mindset, and unprecedented access to resources.” The model, he adds, is designed to be plug-and-play, responding to client needs in collaboration with agencies and markets across the region. “More than expertise, it’s about giving clients the perspective, ambition and access to think beyond the next campaign.”
The new structure also strengthens connections across the broader Omnicom family, including its media, production and PR operations — a post-acquisition suite of capabilities that the group is evidently keen to deploy as a single, coherent offering.
In a region where consumer attention is fractured across dozens of platforms, languages and cultures, the real test will not be the org chart. It will be whether six smart people with the right tools can actually make brands matter. Omnicom is putting its money on yes.
