Coke has been affiliated with music for quite some time now,
with its coke studio going strong to season 9 along with singers and songs that
are over the roof and have driven the nation to enthusiasm. The same is seen
with its ad, the new in thing called, “Zalima coca cola pila dey”. Social media
is bombarded with this line with memes and comics that have literally made not
only the youth, but the old sing it out as well. The original piece, sung by
Madam Noor Jehan (more so ear piercing than the modern counterpart) has paved
its way now for Meesha Shafi and Umair Jaswal to sing it as well.
Looking at the ad it begins in a studio where yours truly
the popular Meesha Shafi (looking all preppy), Umair Jaswal (not to preppy) and
a cute sort of guy that seems to have a squint are sitting in the studio and
the cutie starts to play the tabla (I think it’s the tabla). This prompts Meesha
I guess to notice Umair and ends up eyeing him drinking (gulping) a coke instead!
So she starts off with, “Sooonnaaayyaaa coca cola pila dey”.
The candidness
begins and he gives her a cheesy smile and keeps the bottle on a big red button
(that OBVIOUSLY) makes them go on air (mistake tha jee) so that he too can partake
in the singalong. Mr. Umair starts off with the zalimaaa bit and the scene goes
to hottie 2 in a kiryana store where he does the pulling dance (you know the
one where your roping in the person and pulling them! Disclaimer: Done at
mostly all dance functions to showcase excite or the lack of dance talent!)
with a bewildered shop owner starring at him (the expression can clearly be
translated to, “has idiot has completely lost his mind or is high on something I
didn’t get!”).
The ad seems to flow between various scenes like the one
where there are two students in the library, both apparently listening to this
on their headphones and the girl offers the guy her coke that he (literally
with a shy smile) takes as well. Out of the blue, btw, there is a complete band
as well, whom look like foreigners, playing to the songs beat as well. Within
the ad day passes to night (with these guys still going strong on the
Zalimmaaaaa) and a projector screen is seen with Misha Shafi moving to the beat
(I thought they were on radio and the song was being aired by mistake but oh
well) and a complete concert starts with people making the beat with the coke
caps and empty bottles. The scene (finally) goes back to the studio were we see
the three again and Umair realizing that the ‘On air’ sign was on hence rushing
to remove the bottle from it thus ending the concert as well (I guess).
The concept and the song I love. Truly. But now the ad is a
bit of an irritation than something that is fun to hear and enjoy. Coca cola
(coke) has always come up with new ideas and concepts that literally create a
pull and appeal to attract their consumers, but this ad when you literally forget
the music for a bit and look at the scenes, tends to be a bit hopscotch. Maybe this
was made to promote Coke Studio Season 9 or the concept of music that they are
trying to get to but honestly … I just liked the concept of ‘sharing happiness’
better.
Ad rating: 3 winks.
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