The latest advertisement in Coca-Cola’s ‘Open Happiness’ campaign aims to help resolve the long-standing conflict between India and Pakistan.
Directed by American advertising company Leo Burnett, the video features two vending machines, equipped with webcams and touchscreens, in India and Pakistan.
In the heart-warming video, participants get a free can of soda if they engage in some simple and fun activities, like drawing peace signs or dancing, with their counterparts across the border.
Coca-Cola is trying to foster greater understanding between the participants by encouraging communication and the realization that they are more alike than not.
But can this campaign really have an effect on cross border relations or is Coca-Cola just exploiting a conflict to sell more cans?