Campa Cola has rolled out a campaign which consists of a film. Conceptualised by McCann, the film showcases how the new India is influencing a brave new world, confidently and assertively. It captures this emotion of a reformed country and re-introduces a well-known brand to a new India. Through this campaign, Campa Cola aims to highlight its diverse range of flavours that resonate with the diversity and character of India, bringing much-needed variety and enthusiasm to its consumers.

What we think about it: This campaign is effective because it taps into the essence of India's dynamic spirit, showcasing a nation propelled by hope and determination. By portraying the resilience and aspirations of hard-working Indians, it fosters a sense of pride and connection. The campaign captures the ethos of the country, making it relatable and inspiring for viewers from all walks of life. It ignites a sense of optimism and encourages individuals to strive for their dreams, ultimately creating a powerful connection with the audience.

Ketan Mody, chief operating officer, Reliance Consumer Products, said, “This is the start of a journey for us, to provide the hard-working Indians with global quality products at affordable prices while celebrating their high aspirations in our communications.”

Prasoon Joshi, writer and chief creative officer, McCann Worldgroup, said, “With this new creative the brand Campa looks to strike a chord with new emerging India who has self-belief and is restless to explore new horizons. It’s about pride in the indigenous and talent and determination to soar high. This new India has a thirst which needs something special to quench it.” The film will be rolled out during the current IPL season, with media amplification across TV, digital, outdoor and print.

CREDITS: 

Client: Campa Cola
Agency: McCann Worldgroup
Writer and creative director: Prasoon Joshi.
Creative team: Ashish Chakravarty (head of creative) Sambit Mohanty (creative head, North and South) and Varun Popli (senior creative director)
Strategic planning and management: Jitendra Dabas (chief strategy officer), Vishal Ahluwalia (head of South operations), Varghese John, Neha Saravanakumar, Chenna Sai and Chandan Raj
Films: Jeet Kalra (head of films) and Arshneet Bhumra