As a Copy Resource for Coke, my role with Ogilvy was to provide copy for the launch of the Coke Studio song Memu Aagamu. The song is the first-ever collaboration between an Indian singer (Arman Malik) and a K-pop band (Tri.be), and also features the leading South Indian actor Allu Arjun.
The brief:
Get Gen Z to connect with the brand through the song Memu Aagamu
Who are fans of KPop, Bollywood, and South-Indian superstar Allu Arjun
To connect and “feel the magic” that Coca-Cola exudes
By promoting the song to the diverse fan bases and making them connect through the song.
The campaign:
To promote the MV, we had to think of several creative ways to leverage the fandoms of all the artists involved. Here’s what we did!
Teaser phase
Featuring a teaser video, countdown videos, and some silhouette posts to pique the curiosity of three distinct fandoms and keep them engaged.
Sneak Peak before the launch
Launch phase
Post Launch Engagement
Shared my suggestions on how the Indian K-pop sensation Sriya Lenka could leverage reels to promote the song and initiate a hook-step challenge within her fan base.
Hookstep challenge
Provided interactive reel concepts to sustain momentum throughout the song’s launch phase and drive increased traffic to the YouTube page.
