Harsha Subramaniam
CHENNAI, Nov. 28
AFTER the Manam pol dinam jamai (freak out as you wish everyday) campaign, Coca-Cola has now taken the Kushiana Vazhkai (Enjoyable life) plank.
In fact, this subtle shift in positioning is in sync with Coca-Colas global Life tastes good brand message.
Kushiana vazhkai is about celebrating innocent moments that bring cheer to our lives, says Mr Vikas Kochchar, Regional Manager, Corporate Affairs, Coca-Cola India.
The new campaign once again features film-star Vijay, reiterating the companys belief in using local celebrities. We use regional celebrities to build a local connect, says Mr Kochchar.
He explains that to keep the essence of the brand and its advertising in tune with the national strategy, the company has used local metaphors to communicate the brands message.
Even in the earlier campaign, a similar strategy was adopted. Vijay, the well-known film star, was used to establish immediate connect with the audience. Added to this was the use of gaana, a popular form of music with the youth in Tamil Nadu.
The commercial apparently boosted the brands preference score by 10 per cent, in a short time.
This has, perhaps, prompted the company to use gaana music and imagery once again in the new commercial.
The response to our previous campaign reaffirmed our belief in using Gaana as the creative route in Tamil Nadu,
says Mr Kochchar.
The new ad film produced by Rajiv Menon, has been on air since Diwali.
The company hopes that this commercial will make a greater impact on Tamil audience.
Coca-Colas campaign in Hindi featuring Hrithik Roshan with the Life ho to aisi punchline, has been on air for over a month now.
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