Project: Coca Cola - Welcome Happiness
Context: In 2012, the global Coca Cola brand team had briefed all WPP agencies in the South East Asian regions to come up with a simple culturally relevant idea to extend their global 'Open Happiness' proposition. At the time, I was a Copywriter at Ogilvy Mumbai.
Idea: A ' happiness experience' can be created with a simple gesture. Extending a warm welcome to guests is an innate Indian and South Asian tradition.
With that thought, I came up with the "Welcome happiness" gesture - the namaste hand gesture that resembles a Coca Cola bottle in the below rendition.
This can be deployed in prominent touch-points like key airports in the SEA region, unique films in each SEA country, all tied together with this common gesture - one that has an uncanny resemblance to a Coca Cola bottle.
This gesture can also be positioned as a festive creative - wishing Indians on Diwali, Holi or a number of SEA occasions.
