Coca-cola Design & Branding SOUNDS OF HAPPINESS by Leo Burnett Mumbai

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SOUNDS OF HAPPINESS

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Industry Soft Drinks
Media Design & Branding
Market India
Agency Leo Burnett Mumbai
Executive Creative Director Rajesh Mani
Copywriter Anirban Sanyal
Designer Nadine Pereira
Released January 2012

Credits & Description

Category: Calendars
Advertiser: COCA-COLA INDIA
Product/Service: COKE STUDIO
Agency: LEO BURNETT INDIA
National Creative Director: K V Sridhar (Leo Burnett)
Executive Creative Director: Rajesh Mani (Leo Burnett)
Creative Director - Design: Payal Juthani (Leo Burnett)
Designer: Nadine Pereira (Leo Burnett)
Copywriter: Anirban Sanyal (Leo Burnett)
Business Unit Head: Sreekumar Balasubramanian (Leo Burnett)
Media placement: Calendar - Mailing - 5th Jan 2012

Describe the brief from the client
Coke Studio India seeks to bring the diverse Indian musical genres together to form a universal Indian sound, through a series of televised episodes on MTV India. The brief was to create a calendar for Indian musicians that would exhibit the spirit of the brand and be a constant reminder of what it stands for.

Describe the challenges and key objectives
Reflecting the brand essence in an engaging and continuous manner through a calendar was the challenge. The calendar needed to act as a bridge between the musicians and the brand and make them feel they wanted to be a part of the experience.

Describe how you arrived at the final design
The essence of the brand was in fusing the diverse musical genres in India to create a unique sound. We wanted to bring alive the concept of fusion, and the sound of the 12 months using Coca-Cola bottles. This led us to ace percussionist Taufiq Quereshi, who selected various elements that reflect the spirit of a month, and placed them in the bottles. He developed a unique way to shake the bottles to bring alive the sound of the season or occasion. Next we placed the bottles in a traditional Indian carry-cage, and our musical calendar was ready.

Give some indication of how successful the outcome was in the market
The calendar has already prompted musicians to use it to compose new tunes, which will be used to promote Coke Studio India Season 2 on MTV. Almost all have agreed to be a part of the show, and have committed to composing new tunes before the end of the year.