Coca-Cola Celebrates Indian Football Fans with ‘The Lost Voices’ Campaign
Coca-Cola has launched ‘The Lost Voices’, a FIFA World Cup campaign that celebrates Indian football fans by featuring the voices they lost while cheering for their favourite teams.
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Coca-Cola has launched ‘The Lost Voices’, a football campaign that brings to life the passion of Indian football fans by lending their real, hoarse voices to the brand’s voice for the FIFA World Cup campaign.
The campaign, timed to coincide with the FIFA World Cup season, is inspired by a unique aspect of Indian football culture. India hasn’t featured in the tournament for decades but the sport continues to enjoy a huge passionate following in states like Kerala, Goa, Assam and West Bengal where fans are fully behind international teams.
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Check out the campaign here:
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Real Fans Take Centre Stage:
As part of the campaign Coca-Cola has recorded the voices of fans who literally lost their voices after cheering for their favourite teams. The brand will post the recordings on its social media channels during the FIFA World Cup.
The campaign is part of Coca-Cola’s global “Feel It All” platform, celebrating the emotions, rituals and shared experiences of being a football fan.
The brand has placed real fans at the heart of its storytelling rather than using actors or staged performances.
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Talking about the campaign, Karthik Subramanian, Senior Director, Marketing, Coca-Cola TM India & Southwest Asia said, “This initiative builds on Coca-Cola’s long-standing association with FIFA while celebrating the communities and emotions that define football fandom in India.
The campaign, conceived by Ogilvy India, is built on the insight that the loss of one’s voice after passionately cheering for a team, is one of the most honest expressions of fandom for the sport.
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “Every FIFA World Cup is an emotional experience and it is the Indian fans of teams like Brazil, Argentina who bring in an unparalleled passion. The campaign, he said, offers these fans the chance to become the voice of the brand itself.
Coca-Cola continues to use football as a cultural platform and highlight stories that matter locally with The Lost Voices. The campaign is about the brand recognising the passion of Indian fans and their role in shaping the FIFA World Cup experience, even though India is not in the tournament.
