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...
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Saturday, September 29
Little Drops of Joy. A Torrent of Money Wasted
Labels:
Bollywood,
Coke,
Cola,
Great Indian Brand,
India,
new campaign,
Pepsi,
Strategy
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1 comment:
theres something about this 'boond' thing...its become a popular wave with the advertisers. am referring to the new lux commercial with that highly esoteric line and a supremely plastic Ms Rai.
btw, am back to the island city form an island country.
cheers!
m
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