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Thanda Matlab Coca-Cola Campaign Analysis

The "Thanda Matlab Coca-Cola" campaign aimed to boost Coca-Cola's brand image in India by associating it with refreshing moments. It capitalized on Coca-Cola still being seen as the perfect thirst-quenching drink. The campaign used Aamir Khan portraying various characters to showcase confident small-town people. It highlighted Coca-Cola as a drink linked to happiness and togetherness through authentic storytelling and cultural elements. The campaign helped solidify Coca-Cola's position as the preferred carbonated drink in India.

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788 views17 pages

Thanda Matlab Coca-Cola Campaign Analysis

The "Thanda Matlab Coca-Cola" campaign aimed to boost Coca-Cola's brand image in India by associating it with refreshing moments. It capitalized on Coca-Cola still being seen as the perfect thirst-quenching drink. The campaign used Aamir Khan portraying various characters to showcase confident small-town people. It highlighted Coca-Cola as a drink linked to happiness and togetherness through authentic storytelling and cultural elements. The campaign helped solidify Coca-Cola's position as the preferred carbonated drink in India.

Uploaded by

um22252
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
  • Introduction: Introduces the video ad for Coca-Cola and sets the stage for the campaign analysis.
  • Situation Analysis: Analyzes the current market situation, brand positioning, and industry competition for Coca-Cola in India.
  • Advertising Objectives: Outlines the objectives of reinforcing brand image, engaging consumers, and improving recall.
  • Segmentation: Details the market segments targeted by the campaign, emphasizing demographics and psychographics.
  • Positioning: Describes the focused positioning strategy of Coca-Cola as a quintessential choice for refreshment.
  • Attention and Comprehension: Highlights how the campaign captures consumer attention and communicates its core messages.
  • Campaign Intent: Explains the intended goals of reaching rural customers and reinforcing brand identity.
  • Treatment Overview: Provides an overview of the campaign's messaging and visual representation strategies.
  • Media: Describes the role of media personalities and directors in promoting the campaign.
  • Creative Approach: Illustrates the multimedia strategies and creative choices used in the campaign.
  • Budget and Reach: Analyzes the budget constraints and reach of the campaign across various years.
  • Agency and Writer: Presents the agency responsible for the campaign and the writer's perspective on its development.

THANDA

MATLAB
COCA-COLA
Presented by: Group 13
INTRODUCTION
SITUATION ANALYSIS
Product Brand Brand Fortunes:
The campaign’s anchor This campaign has In India, the brand’s
product is the Coca- really boosted the reach and connect
Cola drink, now image of Coca-Cola in shifted from being
perceived as a perfect India where Coca-Cola
metro-centric to the
is associated with
thirst-quenching and masses
relaxing, enjoying, and
cool refreshment drink.
refreshing moments

Industry Position Competition


The "Thanda Matlab The market has seen
Coca-Cola" campaign has competitors like PepsiCo, Parle
contributed to solidifying Agro and locals challenge them
its position as a preferred for the market but Coca Cola
choice in the carbonated has had an upper hand on the
drinks segment. market for a while now.
SITUATION ANALYSIS

Marketing Environment
Nature of Demand
Marketing of Coca-Cola in India is in a state of
Even as health concerns increase and
flux where there are changing tastes of the
healthier beverages gain popularity, India
consumers, changes in regulations and an
still seems to like Coke. The “Thanda
increase in health consciousness. In response
Matlab Coca-Cola” campaign capitalized
to these changes, the campaign has highlighted
on the continuing attraction of the brand
how Coca-Cola is linked to happiness and
to maintain customer interest. togetherness.
POSITIONING
FEELINGS: PERSUASIVENESS:
The campaign seems to evoke a sense of nostalgia and The campaign seems persuasive in associating the brand
authenticity by drawing from the personal experiences with the idea of refreshment in a hot Indian summer,
of the ad creator, Prasoon Joshi, and incorporating leveraging the colloquial usage of "Thanda" to mean a
scenes from everyday life in small-town India. cold drink.
The campaign may evoke feelings of warmth and The use of Aamir Khan and the collaboration with well-
connection with the cultural nuances presented in the known directors and photographers may enhance the
ads. credibility and appeal of the campaign.

MOOD:
The campaign's mood appears to be upbeat, celebratory,
Distraction:
and culturally rooted. The use of iconic dialogues like
"Yaaran da Tashan" and 'Paanch' may contribute to a The focus on authentic storytelling and cultural elements
lively & engaging mood. minimises distractions, keeping the audience engaged with
the narrative and visuals.
Incorporating diverse characters and
However, the use of stereotypical imagery & characters
settings, along with the choice of music
might act as distraction for some modern audiences
and visuals, may contribute to creating
a positive and vibrant mood.
MEDIA
Aamir Khan was cast as various
characters like a Punjabi
farmer, Hyderabadi hawker,
Nepali guide etc.

Ashutosh Gowarikar directed


the campaign.

The intention was to showcase


a confident small-town person
in each commercial.

Someone who isn’t


intimidated by city people.
RADIO
TV ADVERTS ADVERTISEMENT
RURAL AUDIENCE NEWSPAPER
INSIDE SHOPS WALL PAINTINGS
LOCAL PRESENCE BEHIND TRUCKS
Personal Selling
16% Publication
30%

Conventional Marketing
50%
NO OF CONSUMERS BUDEGT
250
200
150
100
50
0
2000 2001 2002 2003 2004
AGENCY
MC-Cann Erickson
Mission: To help brands earn a
meaningful role in people’s
lives.
brands like loreal, nestle, gsk,
reckitt, microsoft

WRITER
Prasoon Joshi
THANDA Motivation: Glimpse of a porter
resting under Coca-Cola‘s
MATLAB crate’s shadow in summer's
heat.
PRASOON Known for “Daag Acche hai”

JOSHI Campaign
Young global leaders award
2006

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