Coca-Cola has rolled out its nationwide campaign, The Lost Voices, celebrating India’s football fans. Timed around the FIFA World Cup season, the campaign taps into a cultural truth: although India has not played in the tournament since 1950, millions of fans from Kerala to Goa and Assam to West Bengal come together to support global teams with the same passion and emotion as if their own country were on the pitch.
Through this campaign, Coca-Cola will feature their real, hoarse voices on the brand’s social media feed throughout the FIFA® World Cup. Launched under the brand’s global “Feel It All” platform, Coca-Cola’s “The Lost Voices” brings alive the spirit of fandom by placing passion at the heart of the brand’s storytelling.
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Karthik Subramanian, Senior Director, Marketing, Coca-Cola TM India and Southwest Asia said, “Through our longstanding association with FIFA®, Coca-Cola has always celebrated the passion, togetherness and shared emotions that football inspires. In India, millions of fans support teams from across the world with extraordinary devotion, proving that football fandom goes far beyond borders.
“With The Lost Voices, we’re celebrating those fans whose passion is so authentic that they literally lose their voices cheering. By turning their real voices into the voice of our campaign, we’re recognising the communities, rituals and emotions that make every World Cup unforgettable,” Subramanian said.
Conceptualised by Ogilvy India, The Lost Voices transforms an expression of football fandom into the campaign’s creative idea, putting real fans, not actors, at the heart of Coca-Cola’s storytelling.
Sukesh Nayak, Chief Creative Officer, Ogilvy India said, “The World Cup brings out fans for teams like Brazil and Argentina from across India. Their passion and emotions run so deep, watching a live match with them is probably the most vivid rollercoaster ride of emotions. With this idea of celebrating the most passionate fans, who feel it all, we are making their passionate, lost voices the voice of our campaign. They and their lost voices will become the voice of the brand.”
Coca-Cola’s “The Lost Voices” continues to build on Coca-Cola’s legacy of celebrating football fandom through culturally rooted storytelling. Through the campaign, Coca-Cola transforms a real fan expression into the voice of the brand, celebrating the communities, emotions and togetherness and giving India’s football fans the spotlight.
