Key Visual for Brand Coca-Cola
Key Visual for Brand Sprite
Key Visual for Brand Thums Up
Key Visual for Brand Fanta
Key Visual for Brand Limca
Coca-Cola India was running a behind-the-label promotion where consumers could text a unique code found behind the label and win prizes, with the grand prize being a trip to the ICC Cricket World Cup final in London. The job was to create a Key Visual to effectively communicate this. The final Key Visual had to be replicated for the brands - Thums Up, Fanta, Sprite and Limca, then converted into 11 languages and multiple collaterals.
The creative uses a fandom approach, where the idea is to capture the excitement of the unsung heroes of the game - the spectators and fans. With the usage of vibrant colours and the backdrop of a flood-light lit stadium, we've managed to capture the cricket fervour pretty well, even if we do say so ourselves!
The creative grabs attention largely on the back of the striking centre visual, which has been created by compositing various stock images to get the desired effect of colour and excitement. The central product placement allows it to be easily scaled to other brands without diluting the effect.
Without getting into any numbers, let's just say that the campaign worked brilliantly, to the extent that the work got requisitioned for use in other markets, even outside the India BU.