Coca-Cola has launched ‘The Lost Voices’, a campaign centred on India’s football fans during the FIFA World Cup season. The campaign is based on the observation that despite India not qualifying for the tournament since 1955, football continues to attract a large and passionate fan base across states including Kerala, Goa, Assam and West Bengal.
As part of the campaign, Coca-Cola will feature recordings of real fans with hoarse voices on its social media channels throughout the tournament. Developed under the brand’s global Feel It All platform and conceptualised by Ogilvy India, the campaign uses the voices of actual football supporters instead of actors, focusing on fan experiences and the culture surrounding the sport.
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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.”
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.”
He further added, “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.”
