This Ganesh Chaturthi, Coca-Cola partnered with WPP Open X and Ogilvy to introduce an innovative experiential campaign titled ‘Happy to Queue.’
Known for drawing large crowds and long wait times, the festival provided the perfect opportunity for Coca-Cola to turn the usual waiting experience into something memorable and enjoyable.
In a creative twist, Coca-Cola unveiled a striking Coke bottle installation at popular venues like Andheri Cha Raja, a renowned Ganesh Utsav destination. This installation, equipped with mist fans and bubbles, made waiting in line a refreshing and engaging experience. Festivalgoers were treated to chilled Coca-Cola, adding a cool and lively touch to the festivities.
What made the experience even more exciting was the aerial view of the installation, resembling bubbles in a Coke bottle. The movement of the crowd symbolized the effervescence of Coke, capturing the excitement of the moment. The mist and bubbles not only provided relief from the heat but also added a sense of fun to what could otherwise have been a tedious wait.
Kaushik Prasad, Senior Director of Marketing for Coca-Cola’s India and Southwest Asia operations, emphasized the brand’s commitment to creating shared experiences. “Coca-Cola believes in the magic of bringing people together, especially during festivals that celebrate our vibrant culture. With ‘Happy to Queue,’ we wanted to enhance the sense of togetherness and joy, much like sharing a chilled Coke with loved ones,” he stated.
Sukesh Nayak, Chief Creative Officer at Ogilvy India, added, “We wanted to make waiting in a line an exciting and refreshing part of the festival. ‘Happy to Queue’ let people feel as if they were inside a Coke bottle, immersing them in the fizz and bubbles, and bringing the festive mood to life.”
Coca-Cola’s innovative approach to Ganesh Chaturthi highlights the power of experiential marketing, transforming everyday moments into magical experiences. By turning long queues into an opportunity for refreshment and fun, Coca-Cola ensured that festivalgoers didn’t just wait—they celebrated every moment.
