Wednesday, January 9, 2013

New Campaign: Coca Cola ‘Crazy For Happiness’

The ideas that Coca Cola comes up with for its campaigns are inherently positive and viral. I love the latest ‘Crazy For Happiness’ concept and the TV spot that debuted last week. Their earlier campaign ‘Ummeendon wali dhoop’ was about spreading hope for a better future when cynicism was at a high in the country and this one aims to spread happiness. And it couldn’t have come at a better time. Making a stranger happy and being kind are apparently not crazy anymore. This seems like a direct extension of their ‘Open Happiness’ successful international campaign.

The groovy ‘haan main crazy hoon’ soundtrack from Amit Trivedi is outstanding. You can download it here.

What is interesting is that Coke has been coming up with their thematic campaigns in winter (the last campaign broke in December 2011), when traditionally cola campaigns break and gain momentum in the run-up to summer. This sure gives them a head-start. The positive associations also work to create a brand that is loved.

This campaign naturally lends itself to a social and digital amplification, and I don't mean posts on their Facebook Brand page only. I am excited to see what interesting executions they come up with but what a start to the year!

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