This Ganesh Chaturthi, Coca-Cola, and WPP Open X led by Ogilvy have brought a twist to the concept of waiting in line with their new campaign – Happy to Queue.
Festivals throughout the country attract large crowds, with many people patiently waiting in long lines to join in the festivities. This year, Coca-Cola decided to transform this usually mundane experience into one of delight and refreshment with a metaphorical installation in the form of a Coke bottle.
The Happy to Queue experience at Andheri Cha Raja during Ganesh Utsav took the shape of a refreshing Coke bottle, where festivalgoers were greeted with mist fans, aromatic Coca-Cola bubbles, and a chilled bottle of Coke. This creative space helped people beat the heat and stay refreshed enhancing their festive spirit.
Coca-Cola has long been a part of consumers’ most cherished celebrations, to create moments of joy, upliftment, and magic, Happy to Queue installation being another testament to the same. It not only brought the effervescent charm of Coca-Cola to life but also transformed the wait into a refreshing experience.
From an aerial perspective, the setup and the crowd’s movement looked like bubbles in a Coke bottle, poised to burst and amplify the excitement of the celebration.
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Kaushik Prasad, Senior Director of Marketing for Coca-Cola category, The Coca-Cola Company’s India and Southwest Asia Operating Unit, said, “At Coca-Cola, we believe there is real magic in people coming together, celebrating shared moments and living the vibrance of our rich culture. With ‘Happy to Queue’, we wanted people to enjoy the festive cheer in a new way, celebrating togetherness and the effervescence of life, much like sharing a chilled bottle of Coke.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, stated, “Real Magic is when you can make standing in a line exciting and refreshing. This festive season Coke Happy to Queue gave people a chance to experience what it feels like to be inside a Coke bottle. Uplifting them to feel one with the fizz and the bubbles.”
