In Pakistan, Coca-Cola lights up the skies for Eid

Coca-Cola "Roshni Banein Sab ki Liye" by Soho Square Pakistan.
Coca-Cola "Roshni Banein Sab ki Liye" by Soho Square Pakistan.

The ad by Soho Square Pakistan celebrates the spirit of giving

The holy month of Ramadan provokes advertising that is emotional and endearing. In time for its conclusion with Eid al-Fitr, Coca-Cola Pakistan has rolled out an ad by Soho Square Pakistan that celebrates giving.

A voiceover sets the tone saying, "Aaj bhi acchai har taraf chamakti hai" ("Even today, goodness shines all around us") as a group of young children catch a glimpse of a Chinese lantern drifting above them. The youngsters begin to chase the lantern and in the process witness acts of kindness. A young man gives the shoes he is wearing to a homeless person, and a group of youngsters in a celebratory mood lift up one of their friends, who is in a wheelchair.

The children are surprised to see that with every act of kindness, the number of lanterns in the sky increases. Elsewhere, Coca-Cola drivers hand out drinks.

As the sky fills with lanterns, a female voiceover says: "Joh har achchai roshni ki tarah chamke, toh pura aasman roshan ho jaaye." ("When every act of goodness shines bright, the sky will light up.")

Campaign credits

Client: Coca-Cola
Creative agency: Soho Square Pakistan

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