Coca-Cola as a part of their new campaign have set up phone booths for South Asian workers in Dubai to call back home more often. The phone booth which connects the migrant workers to their families in India and Pakistan accepts Coca-Cola bottle caps as currency instead of coins. One cap is good for a three minute call to their loved ones.
The humble gesture by the company has made the workers visually happy, as is seen in the three minute ad posted on the official YouTube channel of Coca-Cola. They say they're happy and even their families back in India and Pakistan are delighted since they can contact their loved ones more often now.
The “Hello Happiness” campaign video says that these workers earn daily wages as low as $6 a day, and they have to pay up to $0.91 per minute for international calls. This is where Coca-Cola comes in play and connects people across countries, and gets them a few minutes of happiness.
Coca-Cola in a similar ad campaign in May 2013 had set up two high-tech Coca-Cola vending machines one in a shopping mall in Lahore, Pakistan, and another in New Delhi, India. On the front of each machine was a giant, touch-activated 3-D screen. The unique initiative by Coca Cola enables people in the two countries to communicate through vending machines fitted with webcams and touchscreen monitors.