Coke Eid and Diwali Commercial 2010

In a move to globally monetize regional activity, maintain brand consistency and not create too many different messages in similar regions, Coca Cola Asia Pacific and Coca Cola Middle East have decided to combine marketing communication initiatives, especially those related to festive occasions.
The markets that will, henceforth, see Coca Cola's marketing communication and advertising agencies working together will be India, Indonesia, Turkey, Pakistan and Egypt. Coca Cola China, Vietnam, Singapore, Malaysia and Thailand will also see a confluence of initiatives.
This is not new to the global soft drinks giant. In the past, Coca Cola has produced regional commercials out of one market that then run in several others. An example is commercials for Ramadan, the holy fasting for the Muslims. In 2007, McCann Erickson Turkey produced the Coca Cola commercial for 16 Muslim-dominated countries along with Orient McCann Pakistan.
In 2008, McCann Erickson Indonesia produced the Coke Ramadan commercial.
In 2009, the Coke Ramadan commercial was produced again by McCann Erickson Turkey. In 2010, however, Coke decided to split duties for Indonesia and other Muslim countries keeping in mind the diversity of races within the Muslim world and also the size of the Indonesian market. The Coke 2010 Ramadan commercial for Middle Eastern markets was produced by Orient McCann Erickson Pakistan which also then helped produce the Coke Diwali 2010 commercial for India. This is the first time that Orient McCann Erickson Pakistan and McCann Erickson India have worked on a Coke project together. The plan was to launch the commercial in India first and then use the same vignettes for more Coke commercials in Pakistan, especially at the time of the Islamic New Year which comes a month after Diwali this year.
Prasoon Joshi and Nakul Sharma of McCann Erickson India conceptualised the commercial along with Shoaib Mir of Orient McCann Erickson Pakistan. Orient McCann then produced the sets and selected the locations. The film has been shot in the Ladakh region of Northern India. The lead actor in the film is Masood Hashmi - a popular TV video jockey on Pakistan's Geo TV]. Both agencies and Coca Cola India and Pakistan then chose the casting to keep it neutral and appealing enough for both markets.
The commercial does seem to borrow from the Coke Ramadan 2008 commercial but that is only speculation.

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