oca-Cola India and McCann Erickson (the agency on the account), who were digging around for a new feeling they could relate to the experience of drinking Coke, have come up with two emotions - a sense of belonging, and the desire to look up to all the positive things in life. It is this that led the agency to create Coke's latest campaign, Piyo Sar Utha Ke.

The campaign went on air recently with two TVCs, both ending with Aamir Khan raising his head to take a swig from his bottle of Coke. Streams of shots, like that of an old man running behind a kite, a little girl standing on a cliff looking towards the sky, graduates throwing their hats upward during their convocation are tied together with a narration and a percussion-based song track. ... more