‘Coke Zero Auditions’ Campaign Cleverly Puts the Spotlight on Nothing

By Pune Media On Apr 5, 2025

Ogilvy India, working as part of WPP Open X, has launched a minimalist new campaign for Coca-Cola India that places performance at the center—and the product entirely offscreen.

Titled ‘Coke Zero Auditions: Zero Props, Zero Scripts, Zero Sugar’, the two-minute campaign film shows aspiring actors invited to perform a familiar method acting exercise: miming the experience of sipping a drink, this time imagining it’s a Coke Zero. But instead of casting for a future ad, the auditions are the ad.

“We realised that the biggest inspiration lies within the name ‘Coke Zero’,” said Sukesh Nayak, Chief Creative Officer, Ogilvy India.

“In the spirit of ‘zero’, we designed a campaign that simply and effectively shows the Zero impact that it carries, by not showing the product at all. Sometimes it’s the simplest ideas that bring out the most magic.”

“Across geographies and generations, Coca-Cola is known for its taste and iconicity and Coke Zero for all the delicious Coke taste with no calories. This campaign leans into the simplicity of a very clever idea to bring the delicious taste of a Coke Zero to life without the usual taglines, direct messaging… without even showing the product,” said Greishma Singh, Vice President, Marketing, Coca-Cola India and Southwest Asia.

The campaign also includes an OOH component featuring stark white backgrounds and actors mid-sip—where product placement is clearly not a concern. Admirably so.

Credits

Ogilvy
Chief Creative Officer, Ogilvy APAC: Reed Collins
Chief Creative Officer, Ogilvy India: Sukesh Nayak, Harshad Rajadhyaksha, Kainaz Karmakar
Creative Team: Karunasagar Sridharan, Darshan Dhonde, Nishigandh Dhende
Account Management Team: Nikhil Mohan, Anas Dalvi, Tasneem Loharchalwala, Nikunj Bhanushali
Production House: Good Morning Films
Editor: Boxcutter

Coca-Cola Team
Vice President Marketing, INSWA OU: Greishma Singh
Senior Manager, Creative Strategy, Coca-Cola INSWA: Aabir Chatterjee
Senior Manager, Social Engagement INSWA: Pavan Nagpal
Senior Manager, Marketing, Coca-Cola Choices: Shrey Vig

_{Images are for reference only.Images and contents gathered automatic from google or 3rd party sources.All rights on the images and contents are with their legal original owners.}

_{Aggregated From –}

_{Source link}