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With an eye on increasing the per capita consumption of cola, Coca-Cola India has upped its effort to integrate the consumption of the beverage with meals through an integrated advertising campaign — Saath khao, khushiyaan badhao (eat together, increase happiness).
The campaign builds on the “celebrating happiness” plank of the brand. Scripted by adman Prasoon Joshi and his creative team at McCann Erickson, Delhi, the television commercial went on air on Wednesday.
Anupama Ahluwalia, Vice-President, Marketing, Coca-Cola India and South West Asia, said “Today’s fast lives are stealing away what could be moments of bonding and togetherness; through the ‘Coca-Cola and Meals campaign’ we are urging consumers to bond over meals.”
The campaign would see Chef Sanjeev Kapoor as a part of the promotions. It will invite recipes from consumers and nine winners will be part of a TV show with Kapoor.
The company would also be running promotions in the modern trade channel with Kapoor and his chefs engaging in a live cook-off in three undisclosed cities.
Building around the idea of Saath khao, khushiyaan badhao , Coca-Cola would have mothers go down to campuses and cook for students. Also, restaurants chains such as TGIF would have long tables, encouraging customers to eat together and increase happiness!
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