I had been approached by Afaqs on the new campaign created for Coke India, by McCann Erickson. Coca Cola moves ahead of it's "open happiness" proposition and positions itself as the perfect drink for social gatherings.
I am of the opinion that there is nothing earth-shattering about the ad and it uses the old concept of family occasion or social gathering. It is just one more execution of the core theme of Coca-Cola on happiness, family, occasions and togetherness.
The old couple carrying a bottle of Coke is more like a 'Gift' or the joy of giving Coke. This isn't Coke trying to enter the tea/coffee space and I dont think they could make a dent there either.
You can read all my thoughts on the campaign and coke's over all strategy in this piece in Afaqs here.
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