Coca-Cola enlists Indian celebrities for Smartwater campaign

Coca-Cola has enlisted Indian celebrities Rana Daggubati and Radhika Apte to help promote its premium water brand Smartwater.

The ‘Made Differently’ campaign showcases the unique and distinct characters of the two brand ambassadors in a bid to showcase the innovative elements of the Smartwater brand.

The campaign aims to position people who drink the premium water brand as smart, bold thinking individuals who use style and simplicity to break with conventions and expectations.

The campaign, which was created by Taproot Dentsu, is filmed in black and white and depicts the two celebrities among artistic art installations that reflect the personalities and relate back to the attributes of the water.

Anoop Manohar, director of emerging categories at Coca-Cola India, said, “Our aim with this campaign is to help consumers relate to the bright idea that Smartwater is. As a premium water brand, Smartwater is more than just a product, it is a lifestyle choice, a frame of mind and an attitude of seeking the best; all rolled into one.”

Titus Upputuru, creative head at Taproot Dentsu, said, “Typically, brand campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors Rana Daggubatti, Radhika Apte and the product Smartwater.

“We found that they were all made differently. The choices that these actors have made in terms of the films and the characters is a testimony to this. The way Smartwater is made is inspired by clouds. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand like Smartwater,” said Upputuru.

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