How the Bollywood heartthrob dance help a cola brand?
In the recent Coca-Cola ad, Bollywood star and heartthrob Ranbir Kapoor grooved to a rework version of Usha Uthup’s ‘Koi yahan aha nache nache’ from the 1982 hit ‘Disco Dancer’ for the ad.
In the 30 second ad by McCann World group India, Kapoor plays the role of a Dance instructor. As he takes a break, a group of Bharatanatyam dancers leaves their class mid-way to catch a glimpse of Ranbir.
Tired of the dance session, Kapoor spots a Coco-Cola refrigerator, head to it to grab a bottle of Coco-Cola. The moment he takes the first sip, he catches up with energy levels and starts dancing, while the group of Bharatanatyam dancers stares at him.
Girls are seen swooning over him, as Kapoor continues to dance with the bottle in his hand. Truly loved Kapoor’s dance moves, but it was wondering how the girls swooning over Kapoor helped the brand.
Lloyd Mathias former marketing head PepsiCo, Motorola, and HP India says, “ a lot of cola ads are about the slice of life advertising and they tend to capture the mood of the people”. He opined that the ad indicates how young people are thinking and how it became so normal that girls swoon over guys, which wouldn’t have been possible 20 years ago.
“The ad uses Ranbir Kapoor, a celebrity in a nice way”opined Mathias. It’s a positive affirmation for Coco-Cola.
According to the opinion of Anand Ray, creative head, Rediffusion, found that the ad was so generic and uninteresting. His only take from the commercial was that “drink is meant to refresh and re-energize, which if I am not wrong this is not strictly a Coco-Cola positioning statement”. Other brands in the segment have owned it for a while now. Ray’s statement was “In this ad, the protagonist is unaware of the attention he is getting from the girls”.
This is not the first Coco-Cola ad, where girls are seen swooning over Kapoor. February, this year’s “Turn up your day” campaign ad where Kapoor is seen as a wall painter. A bunch of girls from a nearby college stare at him at 3 pm because they are aware that is his break time.
However, “turn up your day” is not the only campaign that Kapoor has acted. #Stay it with coke campaign was also starred by Kapoor along with Paresh Rawal, the Bollywood actor.