‘Share Energy’, the new campaign by Coca-Cola India’s enhanced hydration beverage- Aquarius Glucocharge, offers a fresh insight into how human beings are gifted with the power to re-energize and support one another. The campaign has been conceptualized by Taproot Dentsu Gurgaon, the creative agency from the house of Dentsu Aegis Network (DAN) India, and beautifully showcases the spirit of acting as a collective and emerging stronger together.
The campaign has been launched in the heartland of Andhra Pradesh and Orissa and comprises film, print, and Out of Home (OOH). The light-on-the-pocket pricing of ₹10 across variants, has made it an affordable enhanced hydration beverage, perfectly suited for everyone working hard, outdoors or indoors.
Speaking about the new campaign, Anoop Manohar, Director- Emerging Categories, Coca-Cola India, said, “Aquarius Glucocharge is an innovative offering from Coca-Cola India, packed with glucose, essential minerals like potassium, sodium, and calcium, and fruit juice. It is loved by consumers for its benefits of ‘Rehydrate, Replenish and Recharge’ at an affordable price. Our aim with this campaign is to help consumers understand the value of a collective and realize that we are all gifted with the power to re-energize and support one another in order to emerge as stronger individuals. It is through empathy and kindness and actively supporting each other that we emerge as stronger individuals – together.”
Titus Upputuru, Creative Head, Taproot Dentsu said, “In an age, where we are constantly occupied with recharging the dying batteries of our phones, this film is a reminder that the battery of our bodies needs recharging too. And it is wonderful that we don’t have to look too far to recharge ourselves – we are all gifted with the power to recharge and re-energize ourselves. Just like Aquarius Glucocharge which gives us instant recharge.”
Anand Murty, Strategy Head, Taproot Dentsu said, “Rather than fall prey to stereotypical narratives of heroic action, the opportunity for Aquarius came from the consumers themselves – in the way they recognized their role in supporting one another, lending a hand in times of need, boosting one another and making sure no one needed to walk alone. It was this counter-narrative that helped us situate Aquarius as a brand that cares, supports and re-energizes – so we move forward. Together.”
Campaign Elements: TVC, Print, Outdoor, Digital, Cinema
Client: Coca Cola India
Creative Agency: Taproot Dentsu, Gurgaon
Creative Head: Titus Upputuru
Creative Team: Titus Upputuru, Vishnu Das Kunchu
Planning Team: Anand Murty, Ishita Rastogi
Account Management: Payal Dhawan, Aditya Seth, Kritika Arora
Director (of the film): Vijay Prabakran
Executive Producer: Prafull Sharma
Production House: Absolute Films
Aquarius Glucocharge is a product tailor-made for the Indian consumer and its tropical climate. It is an energizing drink with the goodness of glucose, real lemon juice and essential minerals which allows the consumers to work more and achieve more.