Institute of Marketing Communications India
(An Autonomous Body Recognized by Ministry of Commerce & Industry, Government of India)
(An Autonomous Body Recognized by Ministry of Commerce & Industry, Government of India)
The ‘Coke Zero Auditions’ campaign, developed by Ogilvy India under WPP Open X, cleverly flips the script on traditional advertising. Inspired by method acting, aspiring actors were invited to audition by pretending to drink an invisible Coke Zero. The twist? The auditions were the campaign. These clips—featuring no product, no tagline, and no dialogue—highlight Coke Zero’s core benefit: zero calories with all the classic Coke taste.
By embracing the idea of “zero,” the campaign brilliantly communicates the product’s essence without ever showing it. Sukesh Nayak, CCO of Ogilvy India, explains, “Sometimes the simplest ideas bring out the most magic.” Rooted in minimalism and fuelled by a universal acting trope, the campaign is both clever and refreshingly original.
10-05-2025
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