We created the new positioning for HCCB and called it “Inspired by India”.
We then worked with the overall brand philosophy of Coca-Cola to arrive at the new identity that is a break from the famed word mark but is a reflection of what they stand for. The colous of the new logo are dereived from their top selling beverages, the brand is about eight beverage consumption occasions and is about bubbles that reflect happiness. All this was blended in to create the new identity.
Once the identity was created, we need a theme to take to the entire audience of HCCB.

First step was to get Dr. Ilayaraja to compose a theme music. This was the maestro's first even brand collaboration. It's amazing that the musical genius had never worked for a brand. He created a theme that reflected the free flowing nature of beverages and fused it with his touch of music.
The second was to write the antem. Once the agency created the Anthem, we took it to Gulzaar for his version to be trans-created in Hindi. From his pen, Inspired by India became Hindustan Se Hain Hum, Hum Hindustani Hain.
The anthem needed a film, the film featured all those who work with HCCB, across locations, giving it the real earthy feel.

Gulzaar and Dr. Ilayaraja had never worked together for a brand, they only worked together ever for one movie Sadma, in 1983. For next three decades, they never worked together, making HCCB the brand that got two of the most talented artists of India to come together.

Gulzaar is not the only creative genius to write the Anthem. We had Srijato Bandopadhyay for Bangla, Dr. Nirmal Nayak for Odiya, Niren Bhatt for Gujarati, Jayanth Kaikini for Kannada, Viveka for Tamil, Sai Sirivennela for Telugu, Vaibhav Joshi for Marathi, and Prathap Suthan for English.
This was the most extensive brand refresh work ever done by an agency in India for a global corporation.