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Coca-Cola India celebrates ancient Warli folk art form - Launches

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“Come Home on Deepawali” campaign for the festive season

A fully integrated communication campaign with a strong digital focus aims at showcasing India’s cultural prowess and the spirit of togetherness

  • The campaign is a tribute to the youth of today. It captures their emotions and their desire to remain close to their roots as they step out in search of new opportunities. 
  • Creative use of Warli characters in the campaign created by Maharastra based Warli artist – Nitin Anand Dabholkar - amplify the message. 
  • Campaign is expected to further help and encourage this unique and ancient art form 
  • Conceptualized by Prasoon Joshi, Ashish Chakravarty, Tirtha Ghosh and Nakul Sharma from McCann Erickson and directed by Dibakar Banerjee of Freshwater Films.
  • In-addition to mass media, the 360-degree communication initiative to include roll out of out-of-home (OOH) media, radio, internet and on-ground activation.

Celebrating the cultural prowess of the country, Coca-Cola India is ringing in the festive season by launching its new integrated communication initiative for brand          Coca-Cola– “Come Home on Deepawali” campaign. The campaign celebrates the 400 year old ancient Warli art form and is a tribute to the spirit of today’s youth and a recognition of the distinct lifestyle of the Warli tribe of Western India. This fully integrated communication initiative also has a strong digital focus and offers participants an opportunity to win a free trip back home to any part of the country. The campaign is expected to further popularise and encourage this unique Indian art form.

The new Coca-Cola campaign captures the festivity and mood during Deepawali and also is a tribute to the youth of today. It captures their emotions and their desire to remain close to their roots as they step out in search of new opportunities.  This is based on the premise that the youth of our country have more opportunities than ever before. As they participate in and contribute to the nation's economic development, quite often they have to move out of their homes. Just as Deepawali marks a new beginning, dissolves boundaries and brings on the celebratory mood, the Warli characters too stand for a new beginning and showcase celebration and spirit of togetherness.

According to Warli artist Nitin Anand Dabholkar, “I feel very proud to have created these designs. This project, in particular has given me immense happiness and satisfaction since it gives the Warli art form the credit that has been long overdue. Coca-Cola India’s persistent endeavor to revive the ancient art form enthused me to take up this assignment. I thank Coca-Cola India for not just for giving me this wonderful opportunity but also undertaking this unique initiative to celebrate the country’s cultural prowess by reviving one of its oldest tribal art form.”

The integrated communication initiative includes mass media advertising on all leading TV channels, complimented by Out-of-Home advertising, retail point of sale material, digital online applications for social networking sites and a range of on- the- ground initiatives - road shows & contests across key markets, all based on the concept of coming home for Deepawali. The digital leg of the campaign leverages facebook and mobile application where the user has to choose two destinations (start and end). The broad idea is for the user to complete his/her journey by accumulating 100 steps along the way. There are various boosters, which when used, will help reach the destination. Users can win free talk time and free trip to their home, among others.

According to Anand Singh, Director, Marketing (Colas), Coca-Cola India, “Coca-Cola appeals to our optimism, to our belief in goodness and stands for celebrating togetherness. It is about enabling and acting as a catalyst in making connections. Much like the brand - Warli - the traditional art form is also about togetherness and simplicity and symbolises our connection to our roots. The Coca-Cola Deepawali Campaign ties all this together. It is a tribute to the youth of today. It captures their emotions and their desire to remain close to their roots as they step out in search of new opportunities.”

More about the campaign
The Deepawali communication for Coca-Cola has been conceptualized by McCann Erickson. The creative minds behind the campaign include Prasoon Joshi, Ashish Chakravarty, Tirtha Ghosh and Nakul Sharma. The film has been directed by Dibakar Banerjee of Freshwater Films. The communication has extensively leveraged Warli folk art figures created by Nitin Anand Dabholkar, a Warli artist.

Talking about the campaign, Prasoon Joshi, Executive Chairman, McCann Erickson Worldgroup India said, "The tribal Warli art has been used to generate positive emotion, energy and celebratory mood during the festive season. To express the theme of home coming, the art has been used in the creative expression to create animated characters in the campaign, which symbolizes our connection to our roots and stands for the positive paths created by Coca-Cola for the fulfillment of the journey.  Brand Coca-Cola has always believed in celebrating togetherness and this is what we are trying to communicate through this campaign.”

Storyboard of the Ad
The television campaign begins against a city boy longing to come home from the stark and desolate backdrop of a lonely mountainous terrain. Coca-Cola helps him overcome desolation and gives him sense of upliftment and optimism. There is hope that surfaces almost magically for getting back home for Deepawali. The music adds to the positivity and celebratory spirit.  

More about Warli Art & Paintings
The Warlis or Varlis are an Indian scheduled tribe who live in the talukas of Thane, Nasik and Dhule districts of Maharashtra, Valsad District of Gujarat, and the union territories of Dadra and Nagar Haveli and Daman and Diu. The word Warli is derived from warla, meaning ‘piece of land’ or ‘field’. They have their own beliefs, life, customs and traditions, which is the part of the composite Hindu Culture. The Warlis speak an unwritten Varli language which belongs to the southern zone of the Indo-Aryan languages, mingling Sanskrit, Marathi and Gujarati words.

Their extremely rudimentary wall paintings use a very basic graphic vocabulary: a circle, a triangle and a square. The circle and triangle come from their observation of nature, the circle representing the sun and the moon, the triangle derived from mountains and pointed trees. Only the square seems to obey a different logic and seems to be a human invention, indicating a sacred enclosure or a piece of land. So the central motive in each ritual painting is the square, the cauk or caukat (pronounced "chauk" or "chaukat")

About Coca-Cola India
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages including Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Maaza Milky Delite, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Minute Maid Mixed Fruit, Minute Maid Apple, Georgia, Georgia Gold, Kinley, Kinley Club Soda and Burn through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country's top international investors and employs approximately 6,000 people in India. For more information and details on the company’s Indian operations please visit: www.coca-colaindia.com and www.myenjoyzone.com.

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