Caught Coca-Cola’s charming ‘Reasons to Believe’ ad campaign on TV yet? If not, you must, ASAP ‒ it’s guaranteed to bring a little smile on your face. After all, when life is as enveloped with doom and gloom as it currently is, when the cold, hard facts stubbornly suggest anything but an upswing of fortunes in the near future, when the ones supposed to pull us out of this rut show themselves to be bumbling fools, isn’t it nice to have something that reassures you that everything will be okay, once again, rather sooner?
Conceptualized by a creative team lead by Prasoon Joshi (yep, that ace lyricist & A.R. Rahman’s sidekick) for McCann Erickson India, this TVC ‒ directed by Kaushik Sarkar for the production house Apostrophe ‒ dropped just in time to ring in 2012 on a bright note. It opens with a gaggle of kids merrily crooning the jingle Umeed Wali Dhoop, Sunshine Wali Asha (penned by Joshi himself and composed by Shantanu Moitra) to the strum of guitar. As they sing, some stats flash on screen juxtaposing a heartening picture to every negative development.
I often say that ‘simplicity is genius’ and this TVC was the best depiction of it. No slebs, no poncy location or fancy technology, not preachy or patronising ‒ relying on just a bunch of kids brimming with hope. Contagious, really.
So, 2011: good riddance or another vintage, for you all? Nevertheless, we at MissMalini.com wish 2012 is a decidedly better year for each and every one of you… 🙂