Thursday, January 26, 2012

Coca cola's 'happier tomorrow'!

Love has more hits than fear

While some believe we are nearing the end
There are 50,00,000 people sending New Year wishes

While some fight over petty issues
Milions share a coca cola everyday

If the latest Coca Cola campaign does not give you goosebumps, then I dont know what will. When the whole world is contemplating whether 2012 is really the end of the world, it is indeed a very fresh approach to have kids singing 'umeedonwali dhoop, sunshine wali asha'.

Conceptualised by the creative team of McCann Delhi led by Prasoon Joshi, the heart warming lyrics of the song have been penned by him. Directed by Kaushik Sarkar (Apostrophe films) with music by Shantanu Moitra, what really moves you though is the factual (hopefully) information that the ad throws at you in every frame. From talking about the environment to the illiteracy, it makes you feel that the world is probably not going to the dogs and as long as some people think and care, there will always be hope. I feel that I might have read these lines in an email or a bb forward, but nevertheless, the execution of the entire idea with smiling and innocent kids does get the message across.

What I love: No fancy locations, no stars, no hi-tech effects, just simple guitar, simple songs and kids just as kids are. What's not to like!

Wondering: It is quite a risk to have a heavy lyrically penned hindi jingle clashing with english factual lines being bombarded simultaneously. The effect of the same visual facts on an instrumental background might have been more hard-hitting, but then it runs another risk of being all serious & totally losing its fun and casual element. So the risk taken here was quite an unconventional one that makes it a visual and an audio treat for that entire one minute.

It may not really inspire me to pick up a coke but it definitely makes me want to be a happier and hopeful person!



At January 28, 2012 at 9:51 AM , Anonymous Anonymous said...

brilliant ad.. though the cynic in me is wondering whether the stats shown are actually true.. nevertheless, i'd choose to believe them..
the hindi lyrics-english text is excellent analysis on ur part! great piece.. :)

At December 30, 2013 at 12:16 AM , Blogger Dattatray Jadhav said...

certainly there are so many good things in this ad, audience must be confused on what to focus - Visual, Lyrics, Music or Facts which are core of the ad...


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