For years Coca-Cola has been an embodiment of celebrations, happiness and magical moments. This year for Diwali, the brand is outdoing itself with a truly special campaign.
The innovative ‘Milke Hi Manegi Diwali’ campaign is urging everyone to travel the distance, no matter what it may be, and celebrate with loved ones this year. Because at the end of the day, Diwali isn’t just a greeting that’s given over the phone; it’s a reason to come together and create new memories.
And how is the brand bringing people together this year? Through Coca-Cola bottles, but with a twist.
An extraordinary idea comes to life
The idea is to get people to meet in person and bond over a refreshing bottle of Coca-Cola.
The brand created locked coke bottles that can’t be opened unless both the sender and receiver are together.
Here’s how it works:
- The sender heads over to the microsite and sends a Coke bottle to the receiver’s address
- The bottles are Bluetooth-enabled. This means that only the sender can give a signal to open the bottle once he/she is in close proximity to the receiver.
The brand also roped in popular influencers like Kusha Kapila, Barkha Singh, Sanjana Sanghi, Jasleen Royal, Srishti Dixit, Diljit Dosanjh and Karan Wahi to show the audience how the magic happens.
These reunions have got everyone going ‘awww’.
It gets better!
A festive AR filter.
Coca-Cola created a modern-day version of an invite, and encouraged people to record a greeting to their loved ones, asking them to celebrate Diwali together just like old times.
Keeping up with the times in order to recreate age-old traditions – love the thought!
Leveraging The Glance Lock Screen
The brand also leveraged Glance and its lock screen used by millions of Indians. Users were given the option of sending hyper local personalized invites to their friends and families, which could be customized and delivered in any language of their choosing. In addition, they could also mention their favourite spot in the invite.
The lock screen turned into a Coca Cola branded screen with the brand’s jingle playing in the background. An end-to-end experience, bringing alive the festive spirit.
Hold on, there’s more!
They created something called ‘Coke Log’.
Everyone knows about Coca-Cola’s iconic silhouettes. To integrate the brand in the festivities, they introduced a series of quirky illustrated characters with a festive trope on the bottles.
Diverse and vibrant, these characters are the literal embodiments of Diwali.
Coca-Cola is keeping the magic alive by partnering with Indiefolio and inviting artists from all over the country to create their own ‘Coke Log’ using signature designs.
The best of them will be shortlisted and featured on Coke’s official social media.
Creating magical moments
The brand doesn’t simply preach the ‘let’s get together this Diwali’ message; they actually make it happen, and in the most heart-warming way possible.
One single bottle is giving everyone a reason to come together and spread joy this year.
If you think about it, isn’t that what ‘Real Magic’ is about?