MAM
Coca-Cola rolls out ‘Crazy for Happiness’ campaign
Mumbai: Coca-Cola is launching its latest brand campaign, ‘Crazy for Happiness‘ that encourages and inspires individuals to engage in acts of genuine goodness, no matter how small, to shape a happier and more harmonious world.
The campaign has been scripted by McCann World Group India CEO and chief creative officer Prasoon Joshi, Sambit Mohanty, Rahul Mathew, Vineet Mahajan, Akshay Kapnadak of McCann India.
The film has been directed by Shujaat Saudagar of Boot Polissh Films with music by Amit Trivedi.
Coca-Cola India and South West Asia vice president, marketing Anupama Ahluwalia said, “In today‘s world, we have become insular and self-focused. The “I” tends to stop caring for the “WE”. Being kind to a stranger is often considered “crazy”. When you do something good for others, happiness is inevitably the end result. Therefore, be a little crazy and open happiness.”
Joshi said, “The Coca-Cola ‘Crazy For Happiness‘ campaign believes and celebrates such selfless/random acts of kindness by strangers, thereby provoking belief in a happier world.”
Set to the upbeat and evocative “Haan Mein Crazy Hoon” jingle composed by Trivedi, the ad shows Indians from various walks of life committed to random acts of kindness. They include the girl who draws smileys on car windows, another who high fives strangers, a third who uses her gifts as a singer to raise money for the treatments of sick children, and the young man who makes a daily commute to the far end of his city to feed homeless dogs. Even in the face of negativity, these are people who, through their seemingly ‘crazy‘ acts of optimism and kindness, bring happiness to our world.
Brands
Kingfisher signs three-year IPL partnership
Packaged water brand signs on as ‘good times partner’ for 2026–28 cycle
MUMBAI: Kingfisher Premium Packaged Drinking Water is betting big on cricket’s biggest stage, sealing a three-year partnership with the Board of Control for Cricket in India to sharpen fan engagement at the TATA Indian Premier League.
The brand, owned by United Breweries, will serve as the official “good times partner” for the men’s IPL from 2026 to 2028, extending a relationship that began with the Women’s Premier League. The move signals a broader push to embed itself deeper into live sport, with a focus on immersive, consumer-led experiences rather than conventional sponsorship visibility.
At the heart of the tie-up is a suite of fan-first activations spanning broadcast, stadiums and digital channels. These include the “Kingfisher Bird Cam”, offering a branded spider-cam perspective during live matches, and the “Good Times Zone”, an in-stadium entertainment hub during play-offs aimed at amplifying match-day buzz. The brand will also back IPL fan parks, elevate public screening experiences and run digital contests tied to key moments through the season.
Vikram Bahl, chief marketing officer, United Breweries, said cricket in India “is more than a sport, it is a shared cultural moment”, adding that the IPL brings that energy alive at scale. “For Kingfisher Premium Packaged Drinking Water, being present at the heart of these moments, in partnership with the BCCI, is a natural extension of what we stand for. Through this association, we aim to enrich how fans experience the game… making every match more immersive, social and memorable,” Bahl said.
Devajit Saikia, honorary secretary, BCCI, said the IPL “has always been at the forefront of redefining sports entertainment and fan engagement”. He added that the collaboration would fuse cricket fandom with “innovative fan experiences that extend beyond the stadium”, helping create memorable moments for audiences nationwide.
For United Breweries, part of the HEINEKEN group, the play is clear: move from passive branding to active participation in the fan journey—on screens, in stands and across social spaces. With millions tuning in and turning up each season, the IPL remains the country’s most potent marketing theatre. The question now is whether “good times” can translate into lasting brand recall in a market where visibility is easy, but engagement is hard-won.
