Mumbai: Coca-Cola India has launched a new integrated marketing campaign ‘Coca-Cola and Meals‘ which is built on the values of "togetherness" and "bonding" over mealtimes with family and friends.

The theme of the campaign is ‘Saath Khao, Khushiyaan Badhao‘. The new theme seeks to reignite the magic around mealtimes by celebrating the world of happiness around the dining table.

Coca-Cola India and South West Asia vice president - marketing Anupama Ahluwalia said, "Today‘s fast lives are stealing away what could be moments of bonding and togetherness; through the ‘Coca-Cola and Meals campaign‘ we are urging consumers to bring togetherness to the meal occasion which seems to fast disappearing due to modern day pressures."

The campaign will be further amplified by association with chef Sanjeev Kapoor. He will propagate Brand Coca-Cola‘s message by inspiring consumers to bond and connect during meals and immerse themselves in those moments of togetherness with their families and friends.

Along with the mass-media campaign, Coca-Cola will also engage with consumers through an on-ground activation across key markets. Kapoor will invite recipes from consumers and final nine winners will get to be a part of a TV show with Kapoor. Additionally, Kapoor and his chefs will engage in a live cook-off in three cities.

Coca-Cola will also be rolling out a campus programme based on the premise of ‘happiness strike where you‘d least expect it‘.

According to the company, this activation will involve mom‘s paying a surprise visit to certain campuses and cooking for the students. Coca-Cola will also capture the "fun" and "togetherness" moments experienced by consumers, at restaurants by introducing a "Happiness Camera" that will click photos of them sharing a meal with their family, encouraging consumers to eat together and increase happiness.

These on-ground initiatives will be supported and complemented by a digital campaign.

The television commercial which is being rolled out has been scripted by Prasoon Joshi and his creative team at McCann Erickson Delhi. It has been directed by Ram Madhvani of Equinox film while Shantanu Moitra is the music composer of the film.