Coca-Cola wanted to associate itself with food. For this it launched Foodmarks around the world. What are Foodmarks? They’re moments + food + ice-cold Coke, creating a Recipe of Magic! Foodmarks are iconic landmarks, but delicious.
But how do we launch it in India?
We bumped into a legendary photo of the great Indian Bollywood actor, director and producer from the 1950s and 60s, Raj Kapoor, enjoying a bottle of Coke. Raj Kapoor was the perfect choice for us because he loved all things food and film. So, what better way to launch Foodmarks than by celebrating his legacy!
We selected Delhi’s Embassy Restaurant, a place frequented by Kapoor, as our Foodmarks. Janhvi Kapoor spearheaded the campaign, along with Raj Kapoor’s granddaughter Karisma Kapoor.
We transformed the restaurant to its 50s look, with vintage cars parked outside and staff uniforms from the Raj Kapoor era. Hand-painted posters by a famous hand-painted-poster artist Kaphil Ahmad took people back to the golden era of the 1950s but with modern technology.
We filled the space with games, AR activities, and a musical stairway. Guests also took home AI-powered customised hand-painted movie posters, starring themselves.
Case video for the whole campaign.
This wrap video was released at the end of the campaign.
The following videos were used as announcement and promotion in the build up to the event. They featured popular Bollywood actor Janhvi Kapoor who also is a Coke brand ambassador in India.
The Coke India Foodmark Wrap video that played on Instagram.
Instagram posts
Taking inspiration from the hand painted film posters and billboards that existed during Raj Kapoor's era, we also designed special posters that were put up at the event. Featuring some of Raj Kapoor’s most iconic movie poses, tantalising Indian meals that pair best with an ice-cold Coke, and the lively peculiar essence of Delhi, each poster illustration is a nostalgic masterpiece. And we used the iconic Coke contour as an integral part and used the space within it to tell our story. We paid homage to both Bollywood's Golden Era and the enduring charm of Coca-Cola.
Outdoor creatives that were used during the campaign, featuring the original image of
Raj Kapoor with Coke.
Additional Creative Credits: Hemal Jhaveri, Kshitija Tagde, Prachi Damani, Purbali Mukherjee, Pruthviraj Wankhede.
Illustrations by Kaphil Ahmad and Abhishek Bharti.
