Shoot for father-son Coke ad went on from 2pm to 5am
The people behind Coke’s father-son ad—Kapil Batra, Creative Head, McCann WorldGroup Delhi, and Prateek Bhardwaj, NCD, McCann WorldGroup-- tell us about the interesting discussions that the team had during the making of the campaign
In the fifth and final part of our series on people behind the most talked about IPL ads, we meet the makers of Coke’s father-son ad—Kapil Batra, Creative Head, McCann WorldGroup Delhi, and Prateek Bhardwaj, NCD, McCann WorldGroup. The two tell us about the interesting discussions that the team had during the making of the ad. Read on:
The Coke father and son ad is the most relatable ad of late on screen, whose idea was it?
Kapil: Yes, we wanted people to find themselves in the ads. The challenge was to come up with interesting stories where Coca Cola plays a vital role in the plot, and is not just another product. We had a fun time writing many cool stories, and when we were to decide which ones to convert into ads, everyone voted for the father-son plot as everyone has parents who send them friend requests on social media. Kids are always a bit apprehensive about sharing their social media activities with their folks.
Are you off Facebook for that exact reason, Kapil?
Kapil: (laughs) That was one of the things that led to it. I don’t think I want my father to read this interview. There were a couple of instances that took place when I was guiding my father on how to remove a link that he had posted on Facebook. Overall the way parents go about social media made us take this ad forward.
‘Share a coke’ is a global campaign for Coca Cola, how did you go about giving it an Indian touch?
Prateek: We had to think of ways to re-invent and re-energize relationships through Coke. This is a pan-India project which we have localized region wise and we have given our heart and soul to it. From writing the labels on the bottles and the names of the relationships like bro, bhai in the north, anna in the south, veerey in Punjab, dada in West Bengal to the little descriptors below, which were also cracked in different languages, everything has been done by us. All of McCann’s creative teams pitched in from our Bombay, Bangalore and Delhi offices.
Kapil: The ads also have been created specific to the market they will be playing in. We have not simply dubbed it. Even for the descriptors it was not that a team sitting in the North was writing for what will be used in the South without any knowledge of the market. We have made five ads so far and more are in the pipeline.
How much fun was it shooting the ads?
Prateek: The Coke Bhai ad was obviously meant to be shot outdoors in the peak of summer because of the product category. But on the day we were to shoot the ‘hot summer film’, Bombay chose to become overcast. It was absolutely dark and drizzling and we had to shoot through that.
How about the father-son film which features Ashish Vidyarti as the lead?
Kapil: We had tested quite a few people and Ashish Vidyarthi was one of them.
Prateek: When the casting was shared with us, it was a no-brainer. I mean the way Ashish performed the role in the video test was just too good. Everybody was on board, no debates.
Kapil: We started shooting for the father-son ad at 2 o’clock in the afternoon and it went on till 5:30 next morning. The chemistry was really nice when we were shooting the ad, so much so that it was difficult to edit and make it into a short video to play during IPL breaks.
As Coke is a sponsor for the IPL, were you asked to throw in some IPL connections in the ads?
Prateek: IPL is a medium for us, it’s not a context at all.
Kapil: We did a bit of context with the bottles, through the stickers like ‘bowler ko naani yaad aa gayi’ and put the naani label on the bottle where the word ‘naani’ was supposed to come in the phrase. Similarly, there was ‘That was a cool shot, bro’, ‘Hit like a boss’ where bro and boss came from the bottles. That’s how we got some bit of cricket context into it, not in the film.
About Prateek and Kapil
Prateek Bhardwaj is the NCD with McCann WorldGroup. His campaigns have won Grand Prix for Good at Cannes Lions 2017, and Black Pencil at D&AD Impact, for Immunity Charm. He has written taglines like ‘Sprite bujhaye only pyaas, baki all bakwaas’ and ‘Hum Chlor-mint kyon khaate hain’.
Kapil Batra is the Creative Head of McCann WorldGroup, Delhi. He has previously been associated with agencies like Contract, Eleven Brandworks and worked on campaigns for brands like Paytm, Chlormint and Greenlam Laminates.
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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
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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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
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 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
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
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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