1. The ‘Band Of Happiness’
Sashank CV
Tushar Sharma
Tejas Shah
Robin Bansal
Team Name: Contourists
 The contour bottle has 'The Band of Happiness' on
which is attached to the cap of the bottle
 This band depicts the journey of Coca-Cola over the past
100 years in the Indian context
 Each sip of Coke will be signified by different events in
time
 After the user finishes the coke, the user can detach the
band just by pulling it from the bottom of the bottle
 Since Coke is all about sharing, Share your Coke with
your near and dear ones
 Take the Band of Happiness off the bottle and tie it on
your hand showing that you have shared your Coke and
helped spread the happiness
 Click a selfie with your friends and win personalised
Coca-Cola goodies
 This way Coca-Cola depicts that it continues to spread
happiness for many more years to come
Consumer Insight: People don’t finish the entire
bottle of coca cola in one go and they hold the
bottle for around 10-15 sec between each sip
Idea: Indulge the consumer
while he is holding the bottle by
printing facts on the bottle
Consumer Insight: People like to share a coke
with a friend or when they are in a group
Idea: Indulge the group/couple
by giving them wrist bands to
tie each other along with the
Coca Cola bottle
The Band: When on the
bottle it depicts the
timeline of Coca-Cola
and its history in India
When detached from
the bottle, it acts like a
wrist band which shows
Coca-Cola elegantly
written on it
This band can be
designed for all types of
bottle
Material: Fibre/Plastic

2. Campaign
• TV Ad
• Shows major events in the past 100 years featuring famous
personalities in sports, politics, movies etc.
• The campaign speaks about how coke has been sharing happiness
throughout these 100 years
• The ad will also show how one must wear the band on sharing a coke
with some one else
• The consumer is shown clicking a selfie with the person whom he has
shared the coke with and winning Coca-Cola goodies
• Point of Sale
• Posters and standees with the Band of Happiness
• Each level in the band is explained in the poster
• The new Coke bottles with the ‘Band of Happiness’ will be at the
forefront of the retail stores
• Facebook and Twitter links are displayed on the posters and the
standees
Team Name: Contourists
• Newspapers
• Advertisements in national and regional newspapers
• Speaks about the ‘Band of Happiness’ and the completion of 100 years
of the Coca-Cola contour bottle
• Each level in the band is explained in the ad
• Message – Share a Coke, Click a Selfie, Upload and Win up to a 100
Coke goodies
• Ad features the Facebook and twitter links on which the social media
campaign will be running
• Radio
• Coca-Cola ads broadcasted on radio
• Ads talking about the Band of Happiness campaign and
celebration of 100 years of the contour bottle
• Broadcasts on radio stations in metro cities
• Broadcast on All India Radio
• Run contests on these radio stations
• Coca-Cola goodies as prizes for those sharing their
Band of Happiness story
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Sashank CV
Tushar Sharma
Tejas Shah
Robin Bansal

3. Social Media
• Initiation of Coca-Cola ‘Band of Happiness’ campaign on Facebook and Twitter
• Awareness through social media about the significance of the contour bottle of Coca-Cola
• How Coke has been spreading happiness from the time of birth of the contour bottle
• People are encouraged to
• On 10 such selfies uploaded, Personalised Coca-Cola goodies will be given
• This ensures that the people are interested in the campaign and the campaign goes viral
Team Name: Contourists
1. Share a bottle of Coca-Cola and sport the Band of Happiness on their wrist
2. Upload selfies sporting the Band of Happiness on Facebook
3. Tweet about your sharing experience #BandofHappiness
Sashank CV
Tushar Sharma
Tejas Shah
Robin Bansal