This Ganesh Chaturthi, Coca-Cola and WPP Open X led by Ogilvy have brought a fresh twist to the concept of waiting in line with their latest experiential campaign – Happy to Queue. Festivals across the country see bustling crowds, with people often enduring long queues to partake in celebrations. This year, Coca-Cola decided to transform this usually mundane experience into delight and refreshment with a metaphorical installation in the form of a Coke bottle. It not only brought the magic of Coca-Cola to life but also turned waiting into a refreshing experience.
Coca-Cola has long been a part of consumers' most cherished celebrations, to create moments of joy, upliftment and magic, the Happy to Queue installation being another testament to the same. The Happy to Queue experience at Andheri Cha Raja during Ganesh Utsav took the shape of a refreshing Coke bottle, where festivalgoers were greeted with mist fans, aromatic Coca-Cola bubbles, and, of course, a chilled bottle of Coke. This creative space helped people beat the heat and stay refreshed enhancing their festive spirit.
From an aerial view, the installation and the movement of the crowd resembled the bubbles inside a Coke bottle, waiting to pop and add to the excitement of the celebration.
"At Coca-Cola, we believe there is real magic in people coming together, celebrating shared moments and living the vibrancy of our rich culture. With ‘Happy to Queue’, we wanted people to enjoy the festive cheer in a new way, celebrating togetherness and the effervescence of life, much like sharing a chilled bottle of Coke,” said Kaushik Prasad, Senior Director - Marketing, Coca-Cola category at The Coca-Cola Company's India and Southwest Asia Operating Unit.
“Real Magic is when you can make standing in a line exciting and refreshing. This festive season Coke Happy to Queue gave people a chance to experience what it feels like to be inside a Coke bottle. Uplifting them to feel one with the fizz and the bubbles,” remarked Sukesh Nayak, Chief Creative Officer, Ogilvy India.
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