Coca-Cola symbolizes family bonding with its latest TVC
Coca-Cola is the manifestation of a notion that many marketing experts preach. A notion that encourages marketers to sell your brand and not your product. Throughout the world, Coca-Cola uses a branding and marketing strategy that sells lifestyle and emotions which audiences can relate to. As such, the brand has been able to penetrate across all cultures and languages.
In Nepal, Coca-Cola has managed to engulf the audiences’ cognition as a brand that everyone can associate with in their daily life. Be it a plate of momo, a stick of cigarette, or just a casual meetup with friends & families, a bottle of coke always keeps a good company. This Dashain, Coca-Cola has surfaced its Sambhandha Utsav campaign marking a period of celebration, happiness and family bonding.
The TVC follows a poignant plot headlined by the jovial Swastima Khadka, along with a heart-warming narration. A family adhering to the festivities of Dashain is shown sharing Coke which connotes the spread of happiness. The narration by the grandmother works to soften viewers as she guides Swastima (granddaughter) through kitchen obligations with her cookbook. Amidst a delightful juncture, things take a turn as the ad hints at a distraught relationship between brothers, which is mended by Swastima juxtaposing a bottle of Coke between them. Closing out, the TVC reveals that the departed grandmother has narrated the events of the ad.
On a profound level, the TVC is an attempt by Coca-Cola to highlight the role of the youngest daughter in maintaining family harmony. Dashain, being the grand festival of the Nepalese, brings families together despite persisting feuds among the elderly. It marks a period where the enthusiasm and euphoria of the younger ones subside any disputes between family members. The TVC symbolically attaches Coca-Cola with Swastima’s effort in not letting a tad bit of woe take over the jolly family aura during Dashain.
Coca-Cola has always used emblematic cues to represent happiness in Nepal. Its ad campaigns never fail to signify harmony in gatherings of friends and families. This Dashain too, the brand has amalgamated dramatic performance, excellent cinematography, soul-stirring narration and bottles of Coke to bring families together with its TVC. BrandGuff rates Coca-Cola Nepal’s latest TVC a full 5 out of 5!
