Little Drops of Joy. A Torrent of Money Wasted

The most lousy ads that I have come across this last month must be this Coca Cola corporate spiel!

In an environment of general upper middle class cola-apathy, this just is so out of place...

I guess there are other ways to highlight the good corporate citizen-ship work that the cola majors are doing. Good work. A bit underplayed by a cola-bashing media. Helping the government in some water-table/ irrigation related issues and else...

So why this terrible campaign? Why should anybody in their right mind believe this piece of manufacture statement - Little Drops of Joy!!!

In any case it looks like a rehash of the old Kinley tagline - Boond boond mein vishwas, which at that time made sense, was in a context and was a reasonably nice campaign...

I mean a good percentage of the country is/ was under floods. 70% of the Indian population lives off Rs.20 per day and here's this global brand telling us that its largely sugar-and-perhaps-not-so-pure-water, aerated drink gives us Indians joy in our daily lives..

I have not been able to figure out which is worse, the strategy or the creative campaign...