Of course the festive season brings out the best of Indian advertising. Brands, of all kinds and flavours, use this time to connect with their audiences on an emotional level through heartwarming and inspiring stories. Personally, I have always been a fan of what FMCG brands do. I used to eagerly await the Surf and the Cadbury ads. India with its uniqueness gives advertisers and agencies amazing opportunities to showcase creativity, diversity, and cultural relevance during these times. While it’s a cluttered time, a crafted creative piece that cuts through the clutter can also establish a strong brand presence in the minds of consumers.
I am a strong advocate for incorporating care and emotional elements in advertising. One of the most memorable and impactful digital Diwali campaigns I’ve seen was the Coca-Cola advertisement from 2018, featuring Ayushmann Khurrana. In this heartwarming ad, Ayushmann is situated in a South Indian city during Diwali and has a heartfelt conversation with his mother, contrasting the festivities there with the hustle and bustle of Delhi during Diwali. This heart-to-heart conversation captures the essence of the festival beautifully.
The narrative takes an intriguing turn when the landlady, portrayed by the talented Anupriya Goenka, overhears the conversation. Touched by Ayushmann’s nostalgia, she goes the extra mile to ensure he feels at home during the festival. This ad masterfully encapsulates the spirit of togetherness and vibrancy that Diwali represents, emphasising the importance of community during this festive season.
What makes this campaign exceptional is the seamless integration of the brand, Coca-Cola. It underlines the idea that Coca-Cola is not just a beverage but a companion that enhances moments of togetherness and joy, making it a perfect fit for Diwali celebrations.
(Reporting by Riya Sethi.)
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