Celebrating the cultural prowess of the country, Coca-Cola India is ringing in the festive season by launching its new integrated communication initiative for brand Coca-Cola - "Come Home on Deepawali" campaign. The campaign celebrates the 400 year old ancient Warli art form and is a tribute to the spirit of today's youth and a recognition of the distinct lifestyle of the Warli tribe of Western India.
Prasoon Joshi, executive chairman, McCann Worldgroup India, and the brain behind the campaign, said: "The reason for using a tribal art form is that it generates positive emotion and energy, is instinctive and celebratory . The same message of celebration is conveyed through the advertisement" .
More about Warli Art & Paintings
The Warlis or Varlis are an Indian scheduled tribe who live in the talukas of Thane, Nasik and Dhule districts of Maharashtra, Valsad District of Gujarat, and the union territories of Dadra and Nagar Haveli and Daman and Diu. The word Warli is derived from warla, meaning 'piece of land' or 'field'. They have their own beliefs, life, customs and traditions, which is the part of the composite Hindu Culture. The Warlis speak an unwritten Varli language which belongs to the southern zone of the Indo-Aryan languages, mingling Sanskrit, Marathi and Gujarati words.