Cool Toh Bindu Hai

What happens when the brief is to create a cool summer campaign?
In a world of soft drinks and aerated beverages, the task for Bindu, the jeera-flavoured Indian cola brand, was to own the cool space among the New Gen.

I'm cool.

Cool Bro!

This is cool!

This is an oft repeated expression today, part of the lingo for not just a youngster but for almost everyone.

Can bindu Hijack this expression?

Yes. it can and it will.
Cool Toh Bindu Hai, the integrated summer campaign, has been designed to hijack the cool space overall. The idea has been simple, own the cool space riding on the most frequently used expressions, Cool bro! So cool! and more. So much so that Bindu is the ‘new cool’ amongst the new gen.

The topical campaign started with an intriguing pre-launch- Comment threads of Cool Nahi Bindu. Social influencers created the buzz and drove consumers’ attention towards the two films, followed by a community-first Meme fest activity. Fan/follower-based offline wall painting event, Print, Radio and engaging UGC contest.