The story of Coke and Pujo unfolds on the surface of a table where an illustrated character comes to life as a chilled Coke is placed alongside delicious treats. The film charts the character’s journey of pandal hopping across the table, showcasing a montage of moments that are synonymous with Pujo – be it pandal hopping, being warned to care for your footware as you go from pandal to pandal, or the famous Kolkata Chowmein and the lights, sounds and smells of the city during the festival.
The campaign has been conceptualised by Ogilvy.
The campaign promotes art, music, and food all the while drawing its connect with Coke as it explores cultural and culinary delights. The campaign is titled “Coke-er Shaathe Roj, Pujo’r Mahabhoj”, which translates to ‘Pujo’s grand food/festivities along with a Coke,’ encapsulating the essence of the campaign.
Arnab Roy, Vice President, Marketing Coca-Cola India and South-West Asia, “Coca-Cola has always endeavoured to become a part of India’s cultural fabric. Our Durga Puja campaign is a passionate attempt to blend into the rich canvas of the ethnic traditions of Bengal. The heartening reception of our film has left us humbled and more committed than ever to continue celebrating and becoming an integral part of such diverse and vibrant cultural experiences.”
“Pujo is so much more than kaash phool, kolakuli and a customary Durga Puja jingle. It is a melting pot of flavours, characters and quirks. We didn’t just want to make a piece of communication that celebrates the generally accepted cliches of Pujo. For us, the real magic of Pujo lies in the minute brush strokes, the intricate moments of love and camaraderie. This film offers an unconventional perspective to Durga Puja celebrations. Seen yet unseen,” said Sujoy Roy, Executive Creative Director, Ogilvy.
The 360-degree campaign will be aired on social and other mediums, while the visuals have been integrated on-ground, for in-store experiences, out-of-home advertising, and print ads for comprehensive brand visibility.
Feedback: [email protected]
