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!
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!