Campa Cola's Tayyari Big, Tyohaar Bada Big, A New Festive Campaign
Campa Cola has launched 'Tayyari Big, Tyohaar Bada Big', a festive campaign conceptualised by McCann India, part of Omnicom Advertising India. It turns the spotlight away from the moment of celebration and onto the preparation that makes it happen, with Campa offering a break in the middle of the work.
- Brand: Campa Cola
- Campaign: Tayyari Big, Tyohaar Bada Big
- Agency: McCann India, part of Omnicom Advertising India
- Media: Television, digital and social
The Idea Behind Campa Cola's Campaign
Festive advertising usually goes straight to the payoff: the lights, the food, the music and the gathering. The campaign starts earlier, with the cleaning, decorating, cooking, practising, shopping, building and setting up. It is built on the insight that Indian festivals begin well before the celebration officially starts, and speaks to families who do not simply turn up to a celebration but make it happen.
Preparation, the brand argues, is hectic, messy and often funny, but it is also where the anticipation and togetherness live, and part of how people experience the festival itself.
The Film
The film moves through humorous, slice-of-life moments from across India: teenagers decorating diyas together, a housing society learning dandiya, jalebis being made, a giant Ravan taking shape, families cleaning their homes, and pandals and decorations going up. Campa is shared during breaks and passed between people mid-task, so the brand sits inside the preparation rather than watching the celebration from the side. The film builds from individual efforts to the collective hustle of the season and lands on the line 'Tayyari Big, Tyohaar Bada Big'.
What McCann India Said
Rahul Mathew, chief creative officer, McCann India, said, "Festive advertising has started to look like it's been cut from the same wrapping paper. We wanted to own a space for Campa that is differentiated. So we decided to celebrate the festival of preparation. It's energy, it's chaos, it's excitement, the sheer zidd to make sure the festival is big and beautiful. Preparation is also when the big bottles of Campa come into the house as everyone gets ready to celebrate with their loved ones."
Credits
- Creative: Rahul Mathew, Iraj Fraz, Sourabh Dubey, Faraaz Ansari, Abhimanyu Bhatia, Jugal Joseph
- Business: Dheeraj Sinha, Kamal Basu, Varghese John, Aadhith Ganpath
- Strategy: Rajesh Sharma, Nishtha Ojha
- Films: Jay Gaikwad
- Production house: Colonial Films
- Director: Ria Singh
The Context
Mathew's point about sameness is a fair read of the season, when brands across categories compete for the same few weeks of attention with similar imagery. Preparation as a theme has turned up elsewhere this year too, in iThrive's Diwali campaign, which asked families to add health to their festive to-do list. Omnicom Advertising India's 22feet also worked on AJIO's Ghar Wapsi Deals this festive season.
The film is on the Official Campa YouTube channel.
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