McCann India, Coke highlight human connection in an urban world

In India today, growing numbers of young women and men live away from family, to study or to work, either alone or in groups. McCann Worldgroup India’s latest campaign for Coca-Cola, titled 'Shadow', taps on this is inspired by the alienation youths face by the mobility they are defined by in urban life today.

Moving away to the anonymity of the big city brings with it freedom, adventure, the unknown and also loneliness. In a city where they do not know their neighbours, people have no friends. The teens today are increasingly caught between two zones. One is the comfort zone of the familiar, where they know people, where life is predictable, and where they have the cultural resources to handle every eventuality. On the other hand is the unfamiliar zone of a new life, infinitely more desirable, but scary.

The 'Shadow' ad highlights the need to connect with other human beings in this lonely world. Through shadow puppetry, this film shows Coca-Cola making an instant connection between two people who do not know each other. It helps the two characters bridge the divide of urban isolation.

Prasoon Joshi, executive chairman and regional executive creative director, McCann Erickson, Asia Pacific, said, “India today is a country of the young. The young have dreams and aspirations which bring them to bigger towns and cities. Here in a strange and unfamiliar environment, the desire to find human connections – friends, is even more. And this is a story of one such young guy, one fun way of connecting, and Coca-Cola is at the centre of the story, becoming a warm and unique agent of this desired connection”.

Anand Singh, director of marketing, Coca-Cola India, said, “The new 'Shadow' campaign was first released using the digital platform in order to directly tap today’s young consumer, who likes to be the first to try out new products and offers. Additionally, the campaign was also made available through SMS and Blue-casting. This unique approach will certainly generate a buzz around the new Coca-Cola campaign by offering the target audience a sneak preview of the commercial and create a viral effect thereof.”

Credits:

Client Coca-Cola India
Creative agency McCann Worldgroup
Chief creative officer Prasoon Joshi
Executive creative director Ashish Chakravarty
Art director Tirtha Ghosh
Copywriter Prasoon Joshi / Nakul Sharma
Production company Fresh Water Films
Director Dibaker Banerjee