The Coca-Cola Company has launched 'The Lost Voices', a nationwide campaign focused on Indian football fans ahead of the FIFA World Cup.
Conceptualised by Ogilvy India, the campaign will feature recordings of football supporters whose voices have become hoarse while cheering for their teams. The recordings will be shared across Coca-Cola's social media platforms during the tournament.
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Karthik Subramanian, Senior Director, Marketing, Coca-Cola TM India & 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."
The campaign forms part of Coca-Cola's global 'Feel It All' platform and aims to engage football audiences across India, including key fan communities in states such as Kerala, Goa, Assam and West Bengal.
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."
According to the company, the campaign uses real fans rather than actors and will run throughout the FIFA World Cup season.
