Coca Cola company has taken up a new initiative in the Middle East. The Company designed new telephone booths that will accept Coke bottle caps instead of coins and gives three minutes of call time for immigrant workers. These workers from countries like Bangladesh, Pakistan, Sri Lanka and India are so poorly paid that they cannot afford to call their families regularly. Coke called this “Hello Happiness Phone Booth” project.
But allegedly, the booths were removed within a month, frustrating the poor workers, who got used to the new found pleasure of frequent communication with families. The booths were removed as soon as the ad campaign was shot, said some others. While the program is criticized by many for influencing the ignorant workers to drink more Coke at the risk of various health hazards, the multinational can be said to have used emotional needs to make some money for itself.
Produced by Y&R Dubai, the ad is directed by Ash Chagla and Kalpesh Patankar, Watch the ad here….