MUMBAI — Coca-Cola has released a TV commercial for Diwali, the Hindu festival of lights. It was created by McCann Worldgroup and features brand ambassador and Bollywood star Alia Bhatt.
Titled "Coca-Cola pilao mehmano ko kareeb lao" (Make your guests drink Coca-Cola and get them closer), the ad features Bhatt as a newlywed bride and explores the complexities of Indian family relationships during the holidays.
She finds herself in unknown territory when some relatives (from her husband's side) come visiting. However, she also has an ally: her own bua (paternal aunt), who tells Bhatt she's stopped by for a "status update." Bhatt then asks the family if they'll have anything, and she gets varying replies ranging from lemon tea to cappuccino to Coca-Cola.
She looks toward her bua, who asks her to put for four cubes of ice into a glass with Coca-Cola. The rest of the family chimes in that they'd like the same. Bhatt looks at the bua and jokes that her idea has gone viral.
"Festivals carry a special vibe, more so in our country where different aspects come into play," said Prasoon Joshi, executive chair, creative director and president of McCann Asia Pacific. "As times are changing, we see that social interactions are becoming less hierarchical and more informal. But even then hosting guests comes along with a sense of pressure, especially when the relationships in question are the newly-made ones. The team at McCann along with the Coca-Cola brand champions has looked through this lens to craft a campaign, which accentuates this need to socialize more — sans the burden of formality and brings to life the role that Coca-Cola plays in this."
This article first appeared on campaignindia.com.