Coca-Cola: Believe in A Happier Tomorrow

Have you seen Coca-Cola India's new TVC yet? If you haven't you must ASAP.
Its amazing. A simple message of optimism, that's it. What a brilliant strategy, what a brilliant ad. By the end of the one minute spot, you are definitely left with a smile on your face. If you aren't- you're heartless.
See, this ad has just reminded me why Coke is one my favorite brands to date.

The ad has been made by McCann Erickson India, lead by Prasoon Joshi- who has penned the lyrics to the catchy, happy, hug filled jungle himself. Apparently Joshi is best buds with A.R.Rahman, which then makes  everything so obvious, because brilliance obviously sticks to brilliance- duh.
Anyway, coming back to the ad- its filled with the message of optimism and hope for the new year and the future. Its so simple, "believe in a happier tomorrow". The fact of the matter is that we are surrounded with facts that are gloomy, depressing, fear inducing, and chaotic. People have become cynical about the future due to a myriad of reasons. Its unfortunate that the media, the one outlet that is in constant communication with us focuses so much on the negative. Whether its the 'breaking news' every two minutes, or the reality tv-shows (which I enjoy) that glorify and promote drama, breakups, fighting etc etc, everywhere we look, there are constant sources of strain- which we don't recognize as necessarily 'negative' because constant exposure to them has made us sort-of immune to its effects on our psyche. But when I saw this ad yesterday, I remember thinking, wow-I'm not the only one feeling this. I felt that the ad's message was specifically for me , and I had a realization, that people all over are feeling a bit hesitant , a bit scared of the future. That's not how it should be, The future should always, always, always be a source of hope - never , ever, ever of dread. Its a great, feel-good message. And that what the Coke brand is all about; feeling good, and happiness. So really, nothing I can say about this will be enough. Its a breath of fresh air.
The ad shows children singing the jingle 'Umeed wali dhoop, Sunshine wali asha' joyously, and we are presented different facts based on studies. Each negative message is followed by a stronger positive message. Pehlay tho I had no idea the ad was for Coke. Its only towards the end, one of the last lines where the drink is mentioned that it clicks. At first I was a little confused, because I had been trying to figure out the product to which the TVC belonged to, and Coke had never entered my mind, so it was a bit confusing when it finally did. But then maybe a millisecond after the product's appearence, it made sense.Once I got it, I really got it. It fit so seamlessly, I couldn't help but smile at the sheer genius of it all. This ad is really like a good will gesture.I know, I know ads are supposed to sell stuff- so it usually kinda annoys me  if they get all preachy or CSR on our asses, like this Stayfree one , but this one manages to steer clear of entering that zone. Somehow the relevance is there, and the subtlety of it is admirable rather than annoying.

Anyway, enough talk.Check it out:

Kaisa Laga?
Do you see what I mean when I talk about India's advertising. I don't get it. how are they soooooo damn good?

Can you believe India? I can't.

So we've all been hearing in the past few years how well India's been doing in almost everything except their inability to control people from ducking and making millions and millions of babies. And even for the last part I don't really blame them , cos seemingly they have so much to be happy/ proud about that they can't help but drink themselves giddy every night, and of course when people become giddy they also become thorny and well, as we all know actions have consequences. An uncontrolled population growth is just one of them.

Moving on, India is on the map in a big,big way. Apparently even the Canadian Immigration is refusing citizenship to Indians because they know that the job/business opportunities there are greater than in Canada.
Their tourism is also doing spectacular. After watching Eat, Love, Pray  every lovesick/heartbroken/single/divorced/left-at-the-alter/hates-her-partner, female (and some men) went to India to "find themselves" in an ashram . Of course its an entirely different story that some just came back with designer goodies and called it a 'spiritual retreat'.
And that too is fine.
There are some great Indian designers out there, who are making awesome stuff .I mean, half of us go to India for bridal/ jewellery shopping. They've got a luxury market that is growing by the day. There are 164 private jets being delivered to India this year. That's one for every other day of the year. I personally think that their advertising is beyond phenomenal.Blah Blah, I could go on about how well they are doing but I'll stop.

What really kinda made me very this (for the lack of a better word), is that not only do they have all the luxury brands like LV, Lanvin,Gucci, Choo etc. opening up retail outlets over there like its nobody's business.In addition to all that, they are trying to "woo" the Indian market. They make special "limited edition" collections/pieces for India. Can you believe it? Last year Louis Vuitton made a compact collection for Diwali - This year Gucci and Lanvin have come out with the perfect Diwali gift- designer playing cards. Yes,you read me right. Playing cards.Taash. You know the worst part? the Lanvin ones are adorable. Like I probably would like to have them, as useless as they would be.
 Jimmy Choo made a limited edition "Chandra" clutch. Only 50 pieces all over India. Thank the Lord that it is fugly beyond belief ( I'm not being catty, it really is) so there is no love lost, my heart is still intact. Oh, oh and Hermes launched/is launching a limited edition sari collection for India. Just Imagine.
Do you get my drift? do  you understand where I'm coming from? What is this ass kissery?. These are luxury giants we are talking about here, so what kind of cheap tactics are they indulging in. Of course I realize that these "cheap tactics" are  great marketing techniques for tapping into new, unique economies like India, since Europe and the United States have become lukewarm markets for luxury retail. I get it, I get it.Their financial stability depends on them. India has the perfect growing consumer market for luxury retail.Young millionaires.Blah blah.
But I can't help feeling slightly jealous and consequently a little catty. That's allowed right?

Chalo, lets make me feel better by looking at the Chandra clutch.

 Yep, feeling so much better.