Sometimes, all that an ad campaign needs is exchange

There is a point in time when a brand reaches a position where it doesn’t necessarily have to advertise its products. Sometimes, all a brand needs is to have an eye, notice things and think about how people’s lives can be influenced. And if you have influenced people’s lives, get them to smile, and your mission is accomplished

The relationship between India and Pakistan has seen a lot of stress and strain. It seems to not be improving and getting worse. We were living harmoniously at a time when there were no barbed wires separating us. And many have a strong feeling that all the strife would go away if these ‘barbed wires’ are taken away. All this is because of a communication gap; they are so near to us, but neither of us have much access to the other.

All it takes is a moment of happiness to get the world closer together. In 2009, Coca-Cola proved that what unites us is stronger than what divides us. Coca-Cola placed small machines at public places like malls, in India and Pakistan. The machine asked people to make a friend in the other country and share a Coke with them; a little effort to get people closer to each other, to share with them the joy of being together.

It was these tiny machines that changed what the people thought about the other country’s citizens. As appealing as the idea sounds, the machine attracted numerous people who shook hands, traced shapes together with people from the neighbouring country and the token of happiness was a bottle of Coke in return, which dubs to double happiness.

Using simple tools like real-time video conferencing and a display monitor, Coca-Cola did what seemed impossible to most other people, put aside brands. End result- people waved to each other, danced for them, clicked photographs and of course, shared smiles.

Creating an environment among young people by exchanging thoughts, perceptions, gestures and taking away the parasite of communication barrier can create happiness. The whole idea of touching hands, waving and smiling and still not saying a word is beautiful; these gestures spoke more than words could ever convey.

Togetherness and humanity are what we want, and that was cleverly portrayed by Coca-Cola in its cross-country advertising campaign. Released in early 2009, the ad campaign won accolades. The campaign had garnered an affirmative feedback for presenting a simple yet substantial message: to enjoy the little delights in life.