Few days back I came across this blog post written by Basit Saeed, which underscores the recent interest of brands in leveraging social media for building their image and promoting their campaigns. Coca-Cola, one of the two brands mentioned in the post, has been actively utilizing social platforms for promoting their campaigns. Recent example, as mentioned in the blog as well, is the Ramadan campaign of the brand, which aims at promoting the concept of performing small acts of kindness for spreading happiness and joy among the people in this holy month.
Ramadan is the best time for all Muslims to perform good deeds and earn Allah’s blessings and these can be so easy for us to achieve if only we carry out little acts to help and support others. The idea behind Coke’s Ramadan campaign is as simple as that! Based upon this approach the campaign’s objective is to influence people to perform such little acts that can make others happy and bring a positive change to our society.
After exploring it further, I came to know that the concept of this campaign is based upon multiplying joyous moments and so, the TVC of the campaign also demonstrates simple acts of kindness being performed by people for people. The TVC also highlights the idea of sharing and caring while people share Coca-Cola in the TVC, as sharing happiness and spreading positivity has always been part of the global philosophy of Coca-Cola. It stresses upon ‘Small is Big’ which means that it doesn’t matter if your act of kindness is small in nature because even little things can leave huge impact in one’s life.
As part of the campaign, brightly lit and decorated Coke caravans commuted through the streets of some cities that celebrated the arrival of this sacred month and dispatched happiness to the less fortunate segments of our society. Also, the Company has been active on Twitter spreading positive messages among the Tweeps. You can follow them on twitter at @Small_is__BIG and can participate in this noble activity by tweeting while incorporating the hashtag #SmallisBig.
As a socially responsible organization, Coca-Cola has always been involved in various community development activities. Furthering its campaign, Reasons to Believe, which was localized as “Ho Yaqeen to Khulein Khushyan” and was launched in Pakistan in March this year, the Company has taken a step ahead in this month of Ramadan by launching this campaign titled, “Khulein Khushyan Ramadan Ki”.