INDIA: This Ganesh Chaturthi, Coca-Cola and WPP Open X, in collaboration with Ogilvy, introduced a unique campaign – Happy to Queue. Festivals draw huge crowds, leading to long queues. Coca-Cola transformed this norm into a refreshing experience by installing a symbolic Coke bottle that brought joy and fizzy charm to waiting times.
Coca-Cola, a beloved part of celebrations, spreads joy with Happy to Queue installation like at Andheri Cha Raja during Ganesh Utsav. Festivalgoers encountered a refreshing Coke bottle with mist fans and bubbles, along with chilled Coke, creating a festive, cool atmosphere.
The aerial view showed the installation and crowd movement like bubbles in a Coke bottle, ready to burst and enhance the celebration’s excitement.
“At Coca-Cola, we believe there is real magic in people coming together, celebrating shared moments and living the vibrance of our rich culture. With “Happy to Queue”, we wanted people to enjoy the festive cheer in a new way, celebrating togetherness and the effervescence of life, much like sharing a chilled bottle of Coke,” said Kaushik Prasad, Senior Director, Marketing for Coca-Cola category at The Coca-Cola Company’s India and Southwest Asia Operating Unit.
“Real Magic is when you can make standing in a line exciting & refreshing. This festive season Coke Happy to Queue gave people a chance to experience what it feels like to be inside a Coke bottle. Uplifting them to feel one with the fizz and the bubbles”, remarked Sukesh Nayak, Chief Creative Officer, Ogilvy India.
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CREDITS
Client: The Coca-Cola Company
Agency: Ogilvy
Activation Partner: Timeslider Pvt. Ltd.
