To celebrate the upcoming Diwali holiday season, Coca-Cola India has released a limited-edition bottle of the beverage called a "locked" Coke. The "locked" bottle has a unique Bluetooth-enabled top that can only be opened in the presence of the sender's phone. The idea aligns with Coke's recent #MilkeHiManegiDiwali campaign, which invites customers to meet and enjoy this Diwali in person.
This is a new product from Coke in India, and Ogilvy Mumbai conceptualized and produced the TV commercial. By providing the gift recipient's residential address and a customized holiday wish or message, the bottle can be ordered via a microsite. The customized bottle will subsequently be delivered to the recipients; it will be pre-programmed to unlock when it senses the presence of the sender's mobile phone. The bottle serves as a metaphorical memory of a commitment to meet in person.
Director of Marketing at Coca-Cola Kaushik Prasad stated, "We at Coca-Cola are thrilled to provide a first-of-its-kind product innovation to our customers. At Coca-Cola, digital enablement and product innovation are two crucial pillars of growth, and our new "locked" bottle perfectly reflects this approach. As people gather to meet, greet, connect, and enjoy a (locked) Coke during Diwali, the distinctive limited-edition gift bottle (which is available in India) is likely to inspire social relationships."
The Chief Creative Officer of Ogilvy India, Sukesh Nayak, continued, "I sincerely hope no one turns down this invitation. We hope that people would make the effort to go visit the person who invited them, open the secured bottle of Coke, and enjoy it with them as a result of this lovely intersection of technology and humans that has produced the most attractive Diwali invitations."
Due to customers turning to "virtual wishes" during the past two years spent in the pandemic, the holiday season has lacked the spark of real interactions. Coca-Cola wants to rekindle the true charm of enjoying holidays in person with loved ones during Diwali by encouraging a sense of community among people. A 360-degree campaign, which includes a series of digital films and collaborations with well-known influencers, will bring the idea to life.
Cheers to milke manane wali Diwali!!
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