Madison Media has devised an innovative pitch for Coke, which is called ‘seamless stings’
Madison Media has devised an innovative pitch for Coke, which is called ‘seamless stings’
NEW DELHI: After watching Pepsi TV, here’s a Coca-Cola break.
The soft drink company has come up with a clever media innovation, where Coke will be placed just before and just after a commercial break. For example, when a TV programme, say Kahani Ghar Ghar Ki on STAR Plus, resumes after its first commercial break, it is briefly interrupted with a Coca-Cola bottle cap shuttling across the TV screen. A Coca-Cola bottle appears with the message ‘Thande Ka Tadka’ after which the programme continues.
There’s also a second Coca-Cola break. This time, it happens right in the beginning of the second commercial break. A zillion bubbles dance over ice cubes bobbing in a chilled glass of Coca-Cola. This break is called the ‘Thande Ka Tadka break’. After this message, follow a string of television commercials of various brands.
This media concept has been developed in consultation with Madison Media and would be aired on STAR Plus and STAR One beginning May 15.
The innovations, which STAR TV likes to call seamless stings, coincide with dinnertime. Clearly, encouraging viewers to drink Coca-Cola as they eat dinner.
This effort is a continuation of Aamir Khan’s recent ‘Thande Ka Tadka’ ad that links food with Coca-Cola when he demands his Thanda with pakora and samosa.
However, the only difference is that now Coca-Cola is not just about going to a restaurant to consume Coke with food, but this could very well happen in your living room.
Vikas Gupta, vice-president, marketing, Coca-Cola India says, “The challenge was really to deliver the message in a clutter breaking manner to the end consumer. It was with this thought that the whole idea of launching Coca-Cola seamless stings for the first time on Indian television was conceptualised.”
What is intelligent about this innovation is that it captures the viewers when they are most attentive. That is, when viewers are coming back into a programme after the first break and then again when the viewers get a break into the second break.
The benefits of the stings, explains Ajit Varghese, COO, Madison Media, are huge. “The brand’s message has high recall and also impacts the over all brand communication.”
Also, instead of the usual cues of ‘enjoy the break’, the Coca-Cola break connects with the viewers’ passion and prompts the viewers to enjoy Coca-Cola while they are enjoying the programme.
But is this also not what Pepsi is trying to do with Pepsi TV? Connecting the experience of watching TV at home with Pepsi and therefore encouraging home consumption of Pepsi.
Strange as it may be, the cola war has moved from the TV screens to our dinning tables. Where Pepsi says drink me while you watch TV and Coke says enjoy TV with Coca-Cola.
Wonder what the next phase of this thirst for home-consumption entails?
Cutting the clutter
This effort is a continuation of Aamir Khan’s recent ‘Thande Ka Tadka’ ad that links food with Coca-Cola
When a TV programme resumes after its first commercial break, it is briefly interrupted with a Coca-Cola bottle cap shuttling across the TV screen
There’s a second Coca-Cola break, too. This time, it is right in the beginning of the second commercial break
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