The strategic communication for ‘Brrr’ in India has been conceptualized by the creative team of McCann Erickson - Prasoon Joshi, Executive Chairman and Regional Executive Creative Director (Asia Pacific), Tirtha Ghosh, Creative Director Nakul Sharma, Creative Director (Copy). The film, directed by Amit Sharma from Chrome Pictures, is all set to be roll out in the first week of March 2011.
Talking about the Brrr Campaign, Avinash Pant, Brand Director- Coca-Cola TMK, said, “Over the years, Coca-Cola’s communication has managed to keep the world coming back for more. 'Brrr' is our latest global campaign for brand Coca-Cola, which has created a spin-off effect globally. Coke Brrr campaign demonstrates the feeling you have when you drink an icy-cold Coca-Cola. You are so refreshed you can't help expressing the uplifting feeling, and that feeling is what we call Coca-Cola's ‘Brrr Effect'. We want to spread this ‘Brrr’ effect throughout the country and I am sure that this new communication will strike a chord with the Coca-Cola consumers.”
In-addition to leveraging mass media, integrated communication plan will also be complimented by a range of on the ground initiatives - road shows and contests across all key markets. Clutter breaking Outdoor campaign using innovative and traditional out-of-home media has been conceptualized by Mukesh Manik, M-I-C, Encyclomedia Networks. Additionally, Coca-Cola India is providing an exclusive opportunity to all its consumers to come and experience Coca-Cola's ice-cold refreshment through never seen before mediums - Igloo at key strategic locations, Coca-Cola Eskimos in various touch points across cities, Flash Mobs and BRRR Troupes.
