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Coke launches new Diwali campaign
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Friday, 15 October, 2010, 08 : 00 AM [IST]
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Our Bureau, New Delhi
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Coca-Cola India has launched a new campaign “Come Home on Deepavali” for the festival season by celebrating the 400-year-old ancient Warli art form. The campaign has a digital focus and participants will be given an opportunity to win a free trip back home to and part of the country.
The campaign is a tribute to the youth. It captures their emotions and their desire to remain close to their roots as they step out in search of new opportunities, according to a press release.
It has been conceptualised by Prasoon Joshi, Ashish Chakravarty, Tirtha Ghosh and Nakul Sharma from McCann Erickson and directed by Dibakar Banerjee of Freshwater Films. In addition to mass media, the 360-degree communication initiative to include roll-out of out-of-home media, radio, Internet and on-ground activation.
“The project, in particular, has given me immense happiness and satisfaction since it gives the Warli art form the credit that has been long overdue,” said Warli artist Nitin Anand Dabholkar.
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