Oct 18, 2005 06:05 AM
6377 Views
(Updated Oct 18, 2005 07:35 AM)
My 2nd last review was ''Pizza Hut vs Dominos'' giving you details about both and preferring Pizza Hut over Dominos.
This time I am touching another rivalry i.e. Coca Cola vs Pepsi. But contents are different, lets check..
These two companies are into product war in India like they are having in Universe. Same time you will find them fighting on small screen also with their Ad campaign. Remember ''pappu yeh le pappi'' and ''Crow Commercial'' of sprite. Against that Pepsi had launched Mountain Dew against Thums Up. Continuing this rivalry Coca Cola had recently launched a new commercial. Coca Cola thinks Aamir Khan Magic still worksso the company has retained the actor in the new campaign. When I think about soft drink only one line comes to my mind - ‘Thanda matlab Coca-Cola’ but this has lost its magic over 5 years. And new commercial was expected.
The ideology
Expecting “Mangal Pandey “ to be a big hit, Coca cola tried to encash the self respect feeling of the mass. They must have thought about this commercial before the release of the movie.
The creative idea attempts to establish that people look up to special momentsand it comes calling with a bottle of the drink nearby. A powerful montage, coupled with strong background score, adds to that effect. The company believes this campaign will connect with the consumer at a deep and emotional level. It aims at reflecting the spirit of the common man. In all campaigns Coca Cola tried to capture the fascination of the common man. The new campaign captures the positively uplifting moments of our daily lives. It has covered all emotions of our life like Hope, Prayer, Joy, Thankfulness and Celebration.This commercial is bringing a village man to urban man, a Bangali to a Rajasthani, a worker to a professional, a college student to an old person on one stage with one feeling – “Piyo to Sar Utha ke”.Truly great mixture different people with different emotions.
Aamir Khan Effect
After Thanda Matlab Coca-Cola Aamir has tried to portray all kind of Indian rolls like the desi Jat to the culture conscious Bengali babu, entertaining Nepali to uncouth Bihari.
In continuation to the trend of his coca cola commercials, Aamir has tried to gather nation with himself. He continues to be protagonist in the commercial like earlier commercials. He is looking good with his cool new look after Mangal Pandey. As usual his giving message and attracts crowd. I remember once Aamir Khan saying, I am doing Coca Cola commercial as I love to drink it, even if I would not have been doing this commercial, I would go for Coke only.Coca Cola has a really good brand ambassador.
Man behind the Screen
The commercial has been prepared by McCann Erickson. The music of the commercial has composed by Taufiq. The commercial is written by Prasoon Joshi and directed by Shoojit SIrcar (Yahaan)
Some Interesting Facts
Both Coca-Cola and rival PepsiCo use a number of film personalities to promote their brands. Both companies are spending nearly Rs 100 crore in their media advertising and promotions.
New Coke commercial runs for 45-second and will directly compete with Pepsi Shahrukh commercial.
Coca Cola Commercials always remain with Indian ideology and thinking while Pepsi likes fantasy and masti.
If this commercial gets succeeded don’t get surprise by a quick riposte from Pepsi. Remember Shahrukh commercial against successful Hritik’s Coca Cola advertisement.
You can visit the website of both the companies where they have kept all their commercials all over the world for free download. Some US commercials are really cool.
The Verdict:
This commercial is cool. It will take some time to get this commercial popular. But I am sure that its punch line will become as popular as Thanda Matlab ....
Though I usually avoid soft drinks, given a chance I prefer Coca Cola over Pepsi.
Being an IT and Advertising professional, I am feeling that Coca Cola has lost ground over the year. They had made mistake by withdrawing Thumbs Up brand when they entered India.They tried to establish their own brand Coke and withdraw Thums Up. That had given time for Pepsi to establish and gain market. With popularity of Thumbs Up and marketing skills of Coca Cola they could have eliminated Pepsi in their initial years from Indian market. They have made a mistake and they are paying for that now.
