Coca-Cola India Has Created A 'Locked' Coke To Inspire Coming Together For Diwali

Diwali is one of the largest festivals on the Indian subcontinent. Celebrated by Hindus, Jains, and Sikhs, Diwali, also known as the festival of lights, is an occasion to come together with family, friends, and the community.

The theme behind Coca-Cola India’s latest promotion focuses on coming together during the annual tradition. Creative partner Ogilvy India conceptualized the promotion, and part of the 360 campaign includes a limited-edition Coca-Cola bottle that arrives locked to the sender’s phone. 

Each bottle comes in a holiday-themed box, and the sender can include a personal message. The top of the bottle gets locked with a red, Bluetooth-enabled device that swings open when within the sender’s mobile phone range. The lock says, “Yeh Locked Coke sirf apno ke sath khulega” or “This locked Coke will only open with loved ones.” The label on the bottle is also holiday-themed similar to the box.

“We at Coca-Cola are exhilarated to unveil a first-of-its-kind product innovation to our consumers,” said Kaushik Prasad, director of marketing and brand Coca-Cola, in a press release. “Digital enablement and product innovation are key pillars of growth for us at Coca-Cola, and our new ‘locked’ bottle perfectly aligns with this strategy. The unique limited-edition gift bottle is sure to inspire social connections, as people come together to meet, greet, connect, and share a locked Coke this Diwali.”

"This is an invitation that I hope no one declines," added Sukesh Nayak, CCO at Ogilvy India. "We hope this beautiful merger of tech with humanity, which has created the most inviting Diwali invitations, sees people make an effort to go and visit the person inviting them, open the locked bottle of Coke, and enjoy it together.”

The Locked Cokes are available only in India and via a dedicated mobile microsite.