Coca-Cola embarks on Diwali campaign; ties up with SRK’s Ra.One

Coca-Cola has launched its new integrated communication initiative – ‘Khushiyan Baatne Se Hi Badhti Hain’, this Diwali. To further amplify the campaign, Coca-Cola has tied up with Shah Rukh Khan’s soon-to-be-released movie ‘Ra.One’ through an interesting consumer promotion.

e4m by exchange4media Staff
Published: Oct 12, 2011 8:23 AM  | 4 min read
Coca-Cola embarks on Diwali campaign; ties up with SRK’s Ra.One

Coca-Cola has launched its new integrated communication initiative – ‘Khushiyan Baatne Se Hi Badhti Hain’, this Diwali. The campaign builds on the values of inclusivity, spreading and extending happiness. The theme of the Diwali campaign is that ‘Happiness just becomes bigger when you extend it to others, making the sphere of happiness larger and it lights up everything around you’.

To further amplify the campaign, Coca-Cola has tied up with Shah Rukh Khan’s soon-to-be-released movie ‘Ra.One’ through an interesting consumer promotion.

Elaborating on this initiative, Anupama Ahluwalia, VP – Marketing, Coca-Cola India and South West Asia, said, “Coca-Cola, the universal icon of happiness, believes that happiness becomes much bigger when you share it with others. We have built our Diwali campaign based on this simple proposition. Just as Diwali marks a new beginning and brings on the celebratory mood, it also gives us a good reason to undertake a little act of digging into our own happiness and sharing it with others, in turn making the moment even more special. What better way to symbolise this act but by lighting ‘Diyas’. By taking two extra diyas – taking a bit of your happiness and lighting it for somebody else or at someplace else, we believe will serve as happiness multiplier. We are confident that this new communication will strike a chord with the Coca-Cola consumers and serve as a catalyst in making their Diwali a little more special and memorable.”

The ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign has been conceptualised by Prasoon Joshi, Executive Chairman McCann Worldgroup India, Regional Creative Director Asia Pacific McCann World Group, and co-created by Rahul Matthew, Executive Creative Director and Akshay Kapnadak, Senior Creative Director. Team also included Jitender Dabas (Strategic Planning) and Ashish Bahl (Client Servicing). The film has been produced by Ram Madhvani of Equinox Films, while the background score has been composed by music composer Shantanu Moitra. The TVC will also be supported by a strong digital media campaign that aims to amplify the concept of sharing happiness through the act of lighting diyas.

Speaking about the latest initiative, Prasoon Joshi said, “Working on this particular campaign has been a very fulfilling experience. The McCann and Equinox team has turned this campaign around in record time. What makes this campaign unique is that it is only Coke who can speak such a heartwarming language and talk about extending happiness in such a simple yet special manner. The thought of amplifying one’s happiness by including much more than the obvious. How often in our fast paced life do we take a step back and think about the small things that add immense meaning to our lives; about those people who play small but endearing roles in our everyday life? Sometimes a little detour into the simple lanes of life makes it special. The Coca-Cola ‘Khushiyaan Baantne Se Hi Badhti Hain’ campaign echoes the same sentiment and encourages everyone to make this Diwali more special and memorable by undertaking the simple act of lighting two diyas for someone/ someplace else, thus extending happiness and spreading joy.”

The Ra.One promo
Meanwhile, Coca-Cola is using the Coca-Cola-‘Ra.One’ association to amplify the Diwali campaign theme - Happiness just becomes much bigger when you share it. As part of the consumer promotion, consumers are invited to call at (0) 80009 80009 and respond to the question - Who will you light 2 diyas for, this Diwali? 25 respondents chosen through a computer generated luck draw will win a chance to meet the leading star of ‘Ra.One’, Shah Rukh Khan.

The two-week long consumer promotion will be promoted through a TVC featuring SRK, who will invite the consumers to participate in the promotion. In addition, the contest will also be promoted through the use of digital medium, including mobile and banner applications which will reach out to close to 50 million consumers and ask them to share who will they light two diyas for this Diwali and win an opportunity to meet the superstar, Shah Rukh Khan.

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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur

The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more

e4m by e4m Staff
Published: Oct 27, 2023 6:15 PM  | 1 min read
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With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.

The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.

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Swapan Seth's new book 'COOL' is out

The book is a reflection of the author's 'eclectic taste across categories'

e4m by e4m Staff
Published: Oct 27, 2023 6:07 PM  | 1 min read
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Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."

The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."

COOL has been published by Simon & Schuster India and is available on Amazon.

Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.

He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.

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Disney Star signs 9 sponsors for Asia Cup PAK

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board

e4m by exchange4media Staff
Published: Aug 26, 2023 11:48 AM  | 1 min read
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e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.

Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.

According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.

As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.

A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.

Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.

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Sorted 360 wins creative & social media mandate of Reliance Mall

The agency will manage offline and online campaigns for Reliance Mall

e4m by exchange4media Staff
Published: Aug 26, 2023 10:54 AM  | 1 min read
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Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.

“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.

“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.

"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."

"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."

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KlugKlug onboards Hemang Mehta as Country Manager for Indias

Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments

e4m by exchange4media Staff
Published: Aug 24, 2023 3:35 PM  | 1 min read
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KlugKlug has appointed Hemang Mehta as its Country Manager for India.

Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy

Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.

Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."

Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."

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