Client Brief

For quite a few years now, we've been developing the Durga Puja festival creative for some of Coca-Cola India's brands. This work was done for Kinley, quite a few years back, but we're choosing to showcase this because it's a special project with a unique treatment. In fact, the project turned out so well that for the next couple of years, most Kinley work was developed with a similar treatment of the main subject - created out of water.

It all started with a deceptively simple brief - Develop a set of creatives which would help drive Kinley's association with Durga Puja.

Idea

The idea was that a puja, by its very nature, places emphasis on cleanliness and purity, because of which, Kinley's brand promise of 'Boond Boond Mein Vishwaas' was a natural fit. We took things a step further, quite literally, and developed the designs using popular Puja elements created out of water, to underline the purity of Kinley Water.

Execution

To achieve the water effect, we used the services of professional award winning illustrators. The illustrations were then digitized and treated in image editing programs to get the desired effect.

Result

The work received excellent feedback from the regional teams; people whose appreciation is based mainly on numbers.

Rosser Reeves, in his book 'Reality in Advertising' says there could be more than 37 different reasons, any or all of which could cause sales to move up or down, with advertising being only one of them. We would like to think that, in this case, advertising was one of the more prominent ones.