News / Asia

Coke Ad Hawks Pop, Peace to India, Pakistan

This screenshot from Coca-Cola's short film "Small World Machines" shows two men from India and Pakistan reaching out to each other through high-tech touchscreens in Lahore and New Delhi.
This screenshot from Coca-Cola's short film "Small World Machines" shows two men from India and Pakistan reaching out to each other through high-tech touchscreens in Lahore and New Delhi.
Massive corporations like Coca-Cola have a primary goal: Sell their products to make money. Sometimes, if they’re lucky, that goal aligns with another endeavor: Make peace. A new three-minute advertisement released by the beverage company this week aims to do both.

Coca-Cola filmed the advertisement in two locations: Pakistan and India, South Asia’s nuclear-armed neighbors mired in political mistrust that has spurred three historic wars. The company set up Coke vending machines outfitted with live-streaming cameras and 3D touchscreen technology in shopping malls in Lahore, Pakistan and New Delhi, India to entice people to virtually cross the border dividing them.

Watch the video:



Curious onlookers were invited to stand before the machine, from which they were filmed and streamed in real time to the screen of the vending machine on the other side of the border, and interact with the person they saw peering back at them.

Coke and the advertising group Leo Burnette asked people to interact with the strangers opposite them before drinking a can of Coke dispensed from the machine.

Men and women, old and young, “touch” hands, wave, dance, toast and make peace signs through the screens. The result is not just technologically impressive, it’s moving, even if the heart-strings are being tugged by the world’s biggest soft drink company.

Wasim Basir, integrated marketing communications director for Coca-Cola in India, said the experiment, though plagued by logistical and technical problems, was worth the effort.

“We wondered what would happen if people from these two countries came together; and the answer was clear: goodness and happiness," he said on the Coke blog.

The company says the ad, titled, “Coca Cola Small World Machines - Bringing Pakistan and India Together,” shows that “what unites us is stronger than what sets us apart.”

Coca-Cola is also hoping it will change some hearts and minds in Pakistan, where the population favors Pepsi, Coke’s main worldwide rival.

You May Like

For Lebanon-based Refugees, Desperation Fuels Perilous Passage

In a war that has caused an estimated three million people to flee Syria, efforts to make perilous sea journey in search of asylum expected to increase More

South African Brewer Tackles Climate Change

Mega-brewer SAB Miller sent delegates to climate summit in Peru, says it is one of many private companies taking their own steps to fight climate change More

Indonesia Reports Increase in Citizens Joining Islamic State

Officials say more than 350 of its citizens are now in Syria or Iraq to fight with Islamic State - 50 more than last month More

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
Will Pakistan School Shooting Galvanize Pakistan Against Extremism?i
X
Ayesha Tanzeem
December 17, 2014 11:54 AM
The attack on a military school in Pakistan’s northwest city of Peshawar left 141 dead, including 132 children. Strong statements of condemnation poured in from across the world. The country announced three days of mourning, and the leadership, both political and military, promised retribution. VOA's Ayesha Tanzeem looks at how likely the Pakistani government is to clamp down on all extremist groups.
Video

Video Will Pakistan School Shooting Galvanize Pakistan Against Extremism?

The attack on a military school in Pakistan’s northwest city of Peshawar left 141 dead, including 132 children. Strong statements of condemnation poured in from across the world. The country announced three days of mourning, and the leadership, both political and military, promised retribution. VOA's Ayesha Tanzeem looks at how likely the Pakistani government is to clamp down on all extremist groups.
Video

Video ‘Anti-Islamization’ Marches Increase Tensions In Germany

Anti-immigrant rallies in Germany have been building in recent weeks, peaking Monday night in the city of Dresden where tens of thousands of people turned out to demonstrate against what they call the ‘Islamization’ of the West. Germany has offered asylum to more Syrian refugees than any other country, and this appears to have set off the protests. Henry Ridgwell reports from London.
Video

Video Aceh Rebuilt Decade After Tsunami, But Scars Remain

On December 26, 2004 there was an earthquake in the Indian Ocean so powerful it caused the Earth’s axis to wobble a few centimeters. Onshore on the island of Sumatra, the resulting tsunami was devastating. A decade later, VOA Correspondent Steve Herman reports from Banda Aceh, Indonesia, where although there is little remaining evidence of the physical devastation, the psychological scars among survivors remain.
Video

Video Refugees Living in Kenya Long for Peace in the Home Countries

Kenya is host to numerous refugees seeking safe haven from conflict. Immigrants from Somalia face challenges in their new lives in Kenya. Ahead of International Migrants Day (December 18) Lenny Ruvaga has more for VOA News from the Kenyan capital.
Video

Video Turkey's Authoritarianism Dismays Western Allies

The Turkish government has been defiant in the face of criticism at home and abroad for its raids targeting opposition media. The European Union on Monday expressed dismay after President Recep Tayyip Erdogan lashed out at Brussels for criticizing his government's action. Turkey's bid to be considered for EU membership has been on hold while critics accuse the NATO ally of increasingly authoritarian rule. Zlatica Hoke reports.
Video

Video US-China Year in Review: Hong Kong to Climate Change

The United States is pushing for a code of conduct to resolve territorial disputes in the South China Sea as it works to improve commercial ties with Beijing. VOA State Department correspondent Scott Stearns reports on a year of U.S. policy toward China from Hong Kong to climate change.
Video

Video Japanese Leader’s Election Win Raises Potential for Conflict with Neighbors

Japan’s Prime Minister Shinzo Abe and his allies easily won a two-thirds majority in parliament Sunday, even though the country has slipped into recession under his conservative policies. VOA’s Brian Padden reports from Seoul, that the prime minister’s victory will empower him to continue economic reforms but also pursue a nationalist agenda that will likely increase tensions with Japan’s neighbors.
Video

Video Nuba Mountain Families Hide in Caves to Escape Aerial Bombings

Despite ongoing peace talks between Sudan's government and the rebel Sudan People’s Liberation Movement-North, or SPLM-N, daily aerial attacks continue in South Kordofan province’s Nuba Mountains. Adam Bailes was there and reports for VOA that government forces are targeting civilian areas, rather than military positions, with their daily bombardments.

All About America

AppleAndroid