“Do not jump directly to the idea… What’s the story and what all various angles can we take…” comments Puru Agarwal, creative lead of full-service agency Schbang on the analysis for its now-viral Fevicol post on Ronaldo and Coca-Cola saga.
The team captain of Portuguese football moved a few of the beverage’s bottles off the desk before he sat down for a news conference. He then went on to carry up a bottle of water and mouthed the word ‘agua’, which means water in Portuguese.
This scene went viral within seconds but it also reportedly caused the beverage giant to lose USD of 4 billion in value.
It was but natural to ascertain brands battle it bent to gain supremacy over this glorious moment marketing opportunity Ronaldo had offered them during which Fevicol emerged the foremost popular.
When Cristiano Ronaldo ‘moved’ millions for the Coca-Cola company, ‘Na bottle hategi, na valuation gathegi’ read the image copy. The post, a bit like the subject it took on, became a trend during a short time. “The timing is extremely important during a moment marketing piece, we shared 10 options and on the day once we were discussing the instant marketing post, our WhatsApp group had many messages during a minute,” reveals Agarwal.
Aniket Ajwani, the account lead on Fevicol is credited for bringing the valuation angle amidst the group’s conversation. We unanimously decided to stay to the present because it had been doing the rounds, says Ajwani and went on to mention, “That’s where we came up with the “na valuation gathegi” creative copy.”
If you’d have read the post, the copy reads “Haye ni mera Coka Coka Coka Coka Coka” which was inspired by a famous Punjabi song. Creative strategist Kartikeya Misra told us the song was playing in his head during the meeting and “I thought why not to pitch it? It’s funny and in our tonality.”
Ajwani went on to feature , “It’s an honest song and features a subtle connection to what the subject is all about. It fits perfectly.”
While the copy was delivered when needed, Aditi Parmar, a graphic visualiser at the agency revealed the design had hit a snag because they were stuck on the way to show Ronaldo. After all, it had been impossible due to copyright. “We decided to point out the chair and therefore the mike and blurred the sponsors displayed on the board,” she tells us.
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