The new Coke ad will feature cricketer Gautam Gambhir as brand ambassador. The television commercial will roll out this week. Gambhir is also the opening batsman for IPL team Delhi Daredevils.
"It is first in the series of the 2009 summer campaign to feature Gautam Gambhir, leveraging the passion of cricket amongst the youth," Coca Cola said in a statement.
The company said the new 'Coca-Cola Open Happiness' campaign is designed to serve as a platform for all integrated marketing initiatives for brand Coca-Cola globally.
The strategic communication for 'Coca-Cola Open Happiness' in India has been conceptualised by Nakul Sharma, creative team leader, Copy, and Tirtha Ghosh creative director, Art, under the supervision of Ashish Chakravarty, executive creative director, McCann Erickson Delhi.
The TVC describes how the game of cricket and a bottle of Coca-Cola can add fun and refreshment in our lives by sharing the moments of happiness together. Cricket and Coca-Cola make people realise the joy of coming together and becoming a dost (friend), since happiness, after all, is all about sharing.
To bring out this theme, the latest communication is set at a proverbial neighbourhood shop – 'Milne Ka Adda'. The place where people once used to get together to support their favourite cricket team has now lost its attraction.
What follows next is how Gambhir, with the help of cricket and Coca-Cola, gathers strangers from all walks of life to experience the sheer joy of coming together and sharing their happiness.
The entire place is soon filled with people cheering for their favourite cricket team while drinking Coca-Cola.
The commercial shows how Coca-Cola adds fun and refreshment in the lives of the people by bringing them together, aptly captured by the thought – 'Coke Ke Saath Dost Free'.