Iconic brand Coca Cola has adopted a master brand philosophy coming down from its global leadership which has to be mandated. Thankfully, the Indian unit has played well in adoption but the do they trust the core.
There previous positioning play - udeemo wali dhoop (watch here) was well received. That jingle had viral content, was integrated well with CSR and perfectly directed towards youth. [that campaign to be taken up later]
For the current one, the punchline "taste the feeling" is a emo-functional one comprising of a functional call and then an emotional recall. This three worded structure of punchline is better than that of functional beverage Paper Boat "drinks and memories", which is more of a combination of factual and emotional. However, the subtle tagline of Coke is a notch too silent against Pepsi's pepi and much debated campaign "Pepsi thi pi gaya". The latter stands out more engaging, thought igniting (or, call it polarizing), quirky and viral. Though Coca Cola selection of celebrity Sidharth Malhotra and superb roleplay by Venus Singh (girl in the ad) has to be complemented.
The battles of colas have been fought with great ad support previously. The ambassadors of mass advertising have been famous and well broadcasted. In that hope, let's wait for next episodes.
Watch tvc.
Clutter breaking - No
Call for action - Yes
Can it cause Viral fever - No
Communication - High
Prachaar rating - 6/10
There previous positioning play - udeemo wali dhoop (watch here) was well received. That jingle had viral content, was integrated well with CSR and perfectly directed towards youth. [that campaign to be taken up later]
For the current one, the punchline "taste the feeling" is a emo-functional one comprising of a functional call and then an emotional recall. This three worded structure of punchline is better than that of functional beverage Paper Boat "drinks and memories", which is more of a combination of factual and emotional. However, the subtle tagline of Coke is a notch too silent against Pepsi's pepi and much debated campaign "Pepsi thi pi gaya". The latter stands out more engaging, thought igniting (or, call it polarizing), quirky and viral. Though Coca Cola selection of celebrity Sidharth Malhotra and superb roleplay by Venus Singh (girl in the ad) has to be complemented.
The battles of colas have been fought with great ad support previously. The ambassadors of mass advertising have been famous and well broadcasted. In that hope, let's wait for next episodes.
Clutter breaking - No
Call for action - Yes
Can it cause Viral fever - No
Communication - High
Prachaar rating - 6/10
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