Coca-Cola on ad strategy: "Create campaign with Indian context, but highlight brand's universal appeal"

A look at the cola giant's latest five-film marketing push.

The global beverage brand Coca-Cola recently launched five new TV commercials under the 'Coke Nawaazi' campaign. The TVCs, conceptualised by McCann India, focus on the 'desi' insights of how an Indian guest ('mehmaan' in Hindi) reacts after being offered something to drink. 'Mehmaan Ke Har Nakhre Ka Jawab Hai Coke Ka Glass', says the voiceover in all five TVCs.

We asked Coca-Cola if special efforts were taken to hatch India-specific consumer insights. Also, does the festive season mandate the need for a 'desi' insight-led ad?

In an e-mailed response, Coca-Cola India's spokesperson says, "The five ad films are built around everyday moments and real-life instances. We looked at an exhaustive list and narrowed down on the five occasions that were pretty commonplace. We believe the five scenarios are first-hand experiences of consumers, and are therefore, quite relatable. We always try to create the campaign by building on moments and occasions relevant to the Indian context while highlighting the brand's universal appeal."

Interestingly, in the TVCs, viewers will notice that the glasses in which Coke is offered have stickers with different messages written, which are also spoken aloud by the protagonists. Woven around common, but interesting scenes, the five messages read 'Meri Aankhon Me Aankhein Daal Kar Kaho Iski Kya Zarurat Thi', 'Jaldi Me Ho Toh Jaldi Se Pi Lo', 'Par Beti Ke Ghar Ka Coca-Cola Toh Pi He Sakte Hain!', 'Roz Mann Ki Sunte Ho, Kabhi Gale Ki Bhi Sun Lo', and 'Pi Lijiye Isi Bahane Humein Bhi Mil Jayega'.

We asked the beverage company if the glasses, too, will be given away as merchandise along with the Coke bottles. "We have only utilised the stickers in the ad films," says the spokesperson.

Coca-Cola recently released an ad featuring Deepika Padukone in which the voiceover mentions 'Coke Nawaazi' in the end, but that ad had a different script from the new ads that have been released under the 'Coke Nawaazi' campaign.

We asked the beverage company what percentage of the communication will feature its celebrity ambassador/s, what percentage of the ads is specifically festive-themed, and how have the themes been divided?

"It depends on the communication idea, the messaging, and the fit with the celebrity. We have three brand ambassadors for Coca-Cola (Alia Bhatt, Sidharth Malhotra and Deepika Padukone) and we cast the brand ambassador who we feel is best suited to deliver the campaign message to consumers. It is our third consecutive year of building the festival association through our 'social occasions' campaign by identifying different scenarios," says the spokesperson.

We asked our experts if it has become necessary for a brand to present 'desi' insights to consumers. Is Coke trying too hard to do so with the 'Coke Nawaazi' campaign?

Nima Namchu, chief creative officer, Havas India, says, "Coke has been around in the country for too long to have to try and appear more 'Indian'. And, it is too global a brand to have to try and belong to any particular geography. Its work has been 'Indian' for quite a while now. Remember
paanch matlab chota Coke
", and "
Thanda matlab Coca-Cola
" around 2000-01? There may have been a time when it made sense to dial up its 'Americaness', but that time is long gone."

Adding about the execution, Namchu says, "I found the storytelling a bit confusing. I thought you could get these special glasses with Coca-Cola, but there was no such announcement. Then I began to wonder if the stickers on the glasses are meant to be real or if they were meant to represent the 'Voice of God'. I'm still trying to figure that one out."

According to Bikram Bindra, vice-president and strategic planning head, Grey Group Delhi, the good part of the campaign is that while it does have a festive air to it, it is not overtly spelling out 'Diwali' and the stereotypical celebrations that go with it.

He says, "The fact that the campaign focusses clearly on different guest-related situations that we typically encounter makes it relevant all year around. There is a seamless fit for the brand in moments that are shown, so I think this campaign should be able to rise above the advertising clutter that we witness around this time of the year."

Talking about the ad showing 'desi' insights, Bindra says, "While the larger Coke brand campaign was a more universal overarching thought, it is interesting that the brand is trying to connect to more specific local cultural nuances when it comes to driving consumption and owning specific 'refreshment' moments. The guest-host relationship is of great significance to us, and showcasing the brand as an enabler in these interactions is a potent space for it."

Talking about the execution, Bindra says, "The slice-of-life execution works for this campaign, and both the casting and the music play an effective role in telling the story. I quite like the visual device of conveying the message through the bottle -- there is a certain stickiness to it. Interestingly, the main hero of each film is the drink itself, which gets romanced in all its glory as it slow pours into a tall glass of ice!"

Here are few of the 'Coke Nawaazi' ads that Coca-Cola has done in the past.