December 11, 2010 07:22:25 PM IST Sreya Basu, IBNS, Glamsham Editorial
Bollywood heartthrob Imran Khan has been roped in for Coca-Cola's latest communication campaign 'Shadow'.
Part of the global 'Open Happiness' campaign in India, this is the first ever campaign in the history of Coca-Cola India, which was first released on mobile phones and online media and is now being released on television.
The campaign has already been downloaded and previewed by over 300,000 consumers and already has over 90,000 referrals online.
According to Anand Singh, Director-Marketing, Coca-Cola India, 'Through the latest 'Shadow' Campaign, we aim to further create a strong emotional connect with today's youth by highlighting the need to connect with the people around us in our busy cosmopolitan life.'
The latest communication is targeted at the youth and reinforces the need to connect with other human beings in this lonely world. Using visually exciting elements of shadow puppetry, the latest 'Shadow' film showcases how a bottle of Coca-Cola acts as a catalyst in making an instant connection between two strangers.
The silent yet unique interaction of the two protagonists bridging the gap of urban isolation and connecting over a bottle of Coca-Cola - has been aptly captured and is best explained by the tagline 'Coke Khule Toh Baat Chale' (Coke Opens Up Possibilities).